Driving patient enquiries in a misunderstood market

ResMed - Healthcare

Driving patient enquiries in a misunderstood market

ResMed - Healthcare

Business challenge

The prevalence and impact of Obstructive Sleep Apnoea is often under-estimated. It is projected that it will cost over $3 billion to the Australian community over the next 12 months, cause over 1,100 workplace incidents and lead to complex health events if not properly treated.

Ignorance and denial of the condition is the main challenge. The tipping points to act are when a partner or friend says it is unbearable, or when symptoms such as tiredness affect daily life.

Healthcare professionals can be dismissive of the condition and treatment so it was paramount that the campaign have strong, clinical data and be educational. Therefore the communication objectives were:

  • Raise awareness and education on the diagnosis/ treatment consequences of co-morbidity for both patient, partner and HCP
  • Encourage use of screening options and advice that  home tests are available

Strategy

The campaign proposition focused on ‘disturbed sleep can ruin your life so get help’.

Support messages conveyed: 

  • Sleep apnoea  causes poor sleep which means lack of concentration which can be dangerous (working/driving/daily tasks)
  • By disturbing your partner (divorce, separate rooms)
  • By increasing your health risks from other conditions

The use of an animated character, ‘ResMan’, is a simplistic analogy of the physical condition to sleep apnoea and the treatment being positive airflow. Using television created real impact and empathy, bringing this character to life in a visual ‘before and after’ technique. It was a deliberate strategy to avoid showing a stereotypical patient, which could be polarising to
the audience.

Lastly, having a concept that was internationally interchangeable was an advantage to ResMed, being an international company.

Inside spread of Resmed mailer

Channel consideration

Being a pilot, it was paramount to look for markets with a good % of prospects, a higher than average incidence, media that could be isolated and great clinic support.

Based on the statistical data from Roy Morgan, the media region of Maryborough was recommended.  There were good numbers for both influencers and core users. 

Using Maryborough enabled the inclusion of regional TV into the media selection; it is the ideal medium to use and would have been cost prohibitive in metro markets.

The region is well serviced by ResMed with 11 participating outlets.

One week prior to the media campaign, 1000 GP & specialists were posted a kit containing a letter about the campaign, DL brochures, A3 posters for surgery, a referral pad and a fact sheet with treatment algorithm.

The media campaign will be driven via television, local newspapers and digital, through AdWords and medical sites for consumers and healthcare professionals.  

← Back to case studies

Business challenge

The prevalence and impact of Obstructive Sleep Apnoea is often under-estimated. It is projected that it will cost over $3 billion to the Australian community over the next 12 months, cause over 1,100 workplace incidents and lead to complex health events if not properly treated.

Ignorance and denial of the condition is the main challenge. The tipping points to act are when a partner or friend says it is unbearable, or when symptoms such as tiredness affect daily life.

Healthcare professionals can be dismissive of the condition and treatment so it was paramount that the campaign have strong, clinical data and be educational. Therefore the communication objectives were:

  • Raise awareness and education on the diagnosis/ treatment consequences of co-morbidity for both patient, partner and HCP
  • Encourage use of screening options and advice that  home tests are available

Strategy

The campaign proposition focused on ‘disturbed sleep can ruin your life so get help’.

Support messages conveyed: 

  • Sleep apnoea  causes poor sleep which means lack of concentration which can be dangerous (working/driving/daily tasks)
  • By disturbing your partner (divorce, separate rooms)
  • By increasing your health risks from other conditions

The use of an animated character, ‘ResMan’, is a simplistic analogy of the physical condition to sleep apnoea and the treatment being positive airflow. Using television created real impact and empathy, bringing this character to life in a visual ‘before and after’ technique. It was a deliberate strategy to avoid showing a stereotypical patient, which could be polarising to
the audience.

Lastly, having a concept that was internationally interchangeable was an advantage to ResMed, being an international company.

Inside spread of Resmed mailer

Channel consideration

Being a pilot, it was paramount to look for markets with a good % of prospects, a higher than average incidence, media that could be isolated and great clinic support.

Based on the statistical data from Roy Morgan, the media region of Maryborough was recommended.  There were good numbers for both influencers and core users. 

Using Maryborough enabled the inclusion of regional TV into the media selection; it is the ideal medium to use and would have been cost prohibitive in metro markets.

The region is well serviced by ResMed with 11 participating outlets.

One week prior to the media campaign, 1000 GP & specialists were posted a kit containing a letter about the campaign, DL brochures, A3 posters for surgery, a referral pad and a fact sheet with treatment algorithm.

The media campaign will be driven via television, local newspapers and digital, through AdWords and medical sites for consumers and healthcare professionals.  

← Back to case studies

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?