Research shows that many chronic pain patients are dissatisfied with their prescription pain medication as it can cause constipation and will often stop taking it in order to ease the problem. This is not recommended by doctors – especially when there are options available. Mundipharma produces an opioid, which provides the same pain relief as other medications…minus the constipation.
Without legally being allowed to mention the actual brand name, our challenge was to get dissatisfied chronic pain patients suffering the constipation side effect to ask their doctor for an alternative – prompting doctors to offer the Mundipharma opioid. Given the budget for this campaign was extremely limited, we were set very ambitious goals.
We utilised a mix of integrated campaign elements – print, radio and online, targeting high incidence pain medication areas in regional areas such as Coffs Harbour.
Through data matching we also identified patients who were dissatisfied with their current pain medication online and followed them around the internet with a sequence of three versions of banner ads, which got more exaggerated each time they ignored them. Most of the engagement happened after the third ad in the sequence.
Mining Google search data, we found that people searching for constipation due to pain medicines would use colloquial terms to describe their issues, such as, ‘Blocked up due to pain meds’. We integrated this insight into our creative messaging of ‘Blocked Pipes’.
Due to medical regulations, the results of our Coffs Harbour pilot campaign remain confidential but needless to say, we exceeded expectations and are now running ‘Blocked Pipes’ on a much larger scale throughout the wider Australian market. Not a bad outcome considering we weren’t even able to mention the brand name.