Launching the revolutionary Innovotherapy product
When launching the revolutionary, new pelvic floor restoration system – Innovotherapy – we faced multiple challenges. Firstly, an audience too embarrassed to ‘share’ and therefore difficult to reach, to target media reticent to cover such a sensitive and “unglamorous” subject matter and therefore difficult to engage. By working with a host of influencers from well-respected medical experts to celebrity sufferers and real-life case studies, we educated consumers about the condition first and solution and treatment second.
After hosting a launch event to announce the new technology for media from a wide pool we secured eleven national features and a host of consumer lifestyle coverage. We followed up the launch with a robust programme of media partnerships and a selection of more intimate media roundtables to target specific media sectors with detailed research and news as well as video content creation to drive awareness amongst our socially-savvy audience and traffic to the website. During the launch period the campaign exceeded client sales targets by 500%.