ParkerWhite Brand InteractiveParkerWhite Brand Interactive

Halyard Health

My ON-Q direct-to-patient.

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

Direct to Patient Website

The hub of the campaign was, 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.

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.

Digital Marketing

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

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.

Related Works

From strategy to execution.

We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.