Healthy Bladder Plus was getting amazing feedback from doctors, patients, family, friends and a group of loyal fans, however, brand recognition was low and the product was not getting the exposure or the expected sales to go with it.
We believed in Charles and his product, so we e stepped in to revise the entire strategy and tools to market the brand.
Until then, Healthy Bladder Plus® was marketed almost entirely to senior women. While they are a larger portion of the demographic who buy such products, they are not the most active on the channel they could invest in: Digital. We immediately observed a very important part of the market was being overlooked, and many strategies were not being activated or integrated into a unified, branded platform.
Another obstacle we needed to turn into an opportunity was the overall unease audiences experiences with topics related to bladder health and urinary issues. The messaging and creative assets needed to overcome negative feelings towards the subject and encourage a fresh new perspective and adopt a new solution.
Brand Message - Nature Calls for ...
Nature Calls for More… Laughter; Kindness; Good Times; Confidence; Healthy Bladder Plus®; etc. We are listing the audience’s pain points along with brand values and name, making them all part of the same story in mission.
In one line, we posit the subject of bladder issues and pivot the idea towards Nature itself to introduce the power of natural remedies. The motivation is to get more out of life without being held back by common bladder symptoms. We have words to fill in the blanks, but you complete the journey based on what matters to you.
While the oldest and largest demographic is more resistant to digital and social platforms, younger baby boomers along with generations X and Y are currently turning to online platforms to learn, share, educate, and support this growing community that encourages open discussion.
We placed our client to take part in this community, which allowed them to gain exposure, establish trust & credibility, benefit from collaborative opportunities and build a loyal tribe. We directed visual marketing and messaging that broadened the reach, now inclusive to women of all ages and also men.
Brand Positioning
Our research indicated that bladder health awareness will continue to increase and the market will rapidly evolve in the next 10 years. It was wise and profitable, both short and especially long-term, for Trusted Remedies™ to invest in marketing to these demographics sooner than later, without leaving out the main senior crowd. We adopted a more “lifestyle” approach that appeals to all ages, a strategy that can grow with the generations.
In alignment with the new brand image and strategy, we put in place a lead generation and CRM structure to cover every digital touchpoint and segment prospect and customer profiles. The goal was to drive relevant traffic to the website through search engine optimization, affiliate marketing, targeted marketing and re-marketing campaigns on Google, Facebook, Instagram and Pinterest.
We continued to re-engage customers through e-mail marketing, optimized with review generation. We tailored contests, offers and incentives based on analytics, with a dedicated account manager monitoring brand reputation, feedback and troubleshooting.
PR & Content Strategy
In 12 months, we accomplished:
