In the uniquely challenging time of COVID-19, Zimmer Biomet wanted people living with chronic joint pain to feel safe and confident to seek the relief they need – even during a global pandemic. That’s why Don’t Let Pain Gain on You was developed. Our goal was to gain attention of potential joint replacement patients through marketing and communications content that alleviates fears & concerns around joint replacement surgeries and educate this audience about concerns in delaying joint replacement surgeries (e.g.: safety, post-surgical care) all while driving qualified traffic to the campaign landing page (DontLetPainGain.com) with ReadyPatient, the readypatient.com, prompting users to take action (ex. consume specific content).
Our DTC campaign strategy was to educate patients on why it's important and safe to seek operative care for their joint pain by gathering national and localized data quantifying patient and caregiver perceptions of joint replacement surgery to help validate timeliness of urgency messaging. The longer people wait for joint replacement, the worse joint degeneration could become. Before too long, they may not be able to enjoy the things they love or need to do. But there's something they can do right now to begin to put the pain far behind them. And that is to overcome the uncertainty associated with joint replacement.
To motivate our audience to overcome this uncertainty, W2O executed a dynamic, multichannel educational campaign to empower joint replacement candidates to have an informed conversation with their doctor about scheduling or rescheduling their joint replacement surgery during COVID-19 and to visit DontLetPainGain.com for more information. Key strategies included:
Campaign Landing Page -DontLetPainGain.com
(Following are high-level success/results points to maintain client confidentiality)
Marketing / Social Media
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