Halyard Health

Generating awareness and leads through a direct-to-patient campaign aimed at improving post-surgical pain management.

halyard health parkerwhite portfolio image

The Situation

I-Flow*, a Kimberly-Clark Health Care Company, now Halyard Health, wanted to increase patient awareness and adoption for the ON-Q* pain pump, an alternative to relying on narcotics alone for post-surgical pain management. ON-Q* is the long-time market leader with many satisfied patients, but unless doctors prescribe ON-Q*, many are unaware of their pain management options.

ParkerWhite developed a direct-to-patient (DTP) marketing promotional pilot for I-Flow*. The integrated patient awareness campaign was designed to educate patients about post-surgical pain management and empower them to ask their doctors about ON-Q*.

What we did:

Brand Messaging
Brand Strategy
Creative Collateral Systems
Creative Advertising Campaigns
Digital Media Planning & Buying
Social Strategy
Website Design

halyard health case study direct to patient flow

Direct-to-Patient Website

The hub of the campaign was myON-Q.com, with patient and physician testimonials, a product use animation, and led patients to a Physician Finder to help find doctors who utilize the ON-Q* product.

halyard health case study website

In-Office Cover Wrap Program

A targeted magazine cover wrap program allowed us to identify the top orthopedic offices performing the joint replacement surgeries that ON-Q* is ideal for, offering immediate awareness and timely conversations with physicians.

halyard health case study magazine ad
halyard health case study time magazine

Digital Marketing

We ran targeted Facebook, display, and PPC campaigns to drive traffic to the website and direct brochure downloads.

halyard health case study digital ads

The Results

The campaign drew approximately 18,000 users over the 6 month test period. A post-campaign survey found that 6 months after the patient awareness campaign started, overall ON-Q* awareness nearly doubled.

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