Ferring Pharmaceuticals tasked CMI Media Group with creating a campaign that builds awareness in the infertility community and drives a highly qualified audience to their unbranded fertility resource community, Fertility Out Loud.
Ferring Pharmaceuticals is a research-driven, specialty biopharmaceutical group committed to helping people build healthy families and live better lives. Ferring is a leader in reproductive medicine and maternal health, uro-oncology and in specialty areas within gastroenterology, including microbiome therapeutics, and orthopedics.
To accomplish our goal and reach a unique audience of highly engaged users, CMI Media Group partnered with theSkimm, a female-focused lifestyle email newsletter & publisher, to create a multi-touch approach that met the target audience where and how they consume media. This campaign specifically focused on the promotion of Fertility Out Loud and was developed to drive real-time awareness and engagement during World Infertility Awareness Month (June 2023). The time-period was chosen to amplify a voice in the infertility space at a time when infertility may be especially top of mind for consumers.
CMI Media Group and theSkimm collaborated to develop a custom content activation featuring a healthcare professional influencer, who was able to speak directly to challenges the infertility community may face. Together, CMI Media Group and Ferring Pharmaceuticals chose the Director of Fertility Coaching at Robyn, Connie Stark, a certified nurse and fertility coach of over 30 years as the face of the content. The unbranded disease state awareness campaign spanned multiple digital channels including TikTok, Meta, email, web & YouTube. The various content pieces that were distributed included: 2 pieces of custom video content (one specially designed to engage the TikTok audiences and the other to be utilized across other social media and web platforms), Instagram in-feed and stories posts, and various placements in theSkimm’s suite of newsletters. By utilizing this cross-channel approach, CMI Media Group was able to successfully engage audiences across these channels and activate theSkimm’s highly engaged base of users.
The campaign resulted in a click-to-open-rate of 1.31%, which is 3X the industry benchmark of 0.40%, out-performing non-pharma theSkimm campaigns. In total, it resulted in over 8.5MM unique opens, which indicates how many distinct subscribers open an email. It generated an average view time of 11 seconds, +450% longer than the 2 seconds average ad view time benchmark. Overall, the campaign delivered 3x higher engaged visit rate (EVR) to the Fertility Out Loud site compared to the evergreen Meta social campaign and the second highest qualified visit rate (QVR) for the month of June. Out of 9+ channels, the only channel outperforming theSkimm for EVR and QVR in June was the “Always On” paid search campaign. Additionally, theSkimm campaign doubled media delivery across all channels month over month (MoM), generating 13MM impressions (2x MoM) and 63K clicks (1.5x MoM), maximizing reach for this real-time activation.
Based on the outstanding performance and the engagement from theSkimm’s highly qualified audience this activation generated, CMI Media group is considering theSkimm for future Ferring Pharmaceuticals activations for 2024 and will be exploring additional ways to partner with theSkimm going forward.