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*. The hub of the campaign is myON-Q.com, with patient and physician testimonials, a product use animation, and content to download. A powerful convergence of online and offline efforts continues to drive patients to the website and Physician Finder to help patients find doctors who offer ON-Q*. This includes a social media campaign, Facebook advertising, PPC, and a targeted magazine cover wrap program in select orthopedic waiting rooms.