Purpose – Brand Awareness / Audience Segmentation / Creative
Philips Respironics, a subsidiary of Philips Healthcare division, provides medical devices to a niche segment of people having respiratory-related illnesses. One such illness is Obstructive Sleep Apnea (OSA). In India, Philips planned to start the awareness for the diseases under the brand name SleepSolutions. The aim here was to generate awareness for the disease among the Indian community, and then to further encourage them to get themselves diagnosed in one of the Philips partnered Sleep Clinics.
Challenges
One of the key challenges in the campaign was the lack of awareness of the disease itself among the Indian masses. This reduced the probability of people voluntarily searching information for about OSA or getting diagnosed. As per a survey by Philips out of every 100 Indian 93 are having Sleep irregularities. This meant a huge probable market, but not everyone with Sleep irregularity will be having OSA. This posed another challenge of segregating people who may have OSA from the ones with other sleep-related illnesses.
Action
We set out to segment the most probable people to have OSA-related diseases such as Diabetes, Hypertension & Obesity or experiencing symptoms like Tiredness, Snoring, and Sleeplessness. Customized advertisements and the concept of Relational targeting were applied. Both Search and content network was shown to people searching for information on the above-mentioned diseases & symptoms. In our advertisements, we related OSA to the respective disease and then further highlighted the criticality of OSA.
Landing Pages were also customized according to the advertisements and diseases to give the audience a relevant connection. A query form was placed on the landing page for people who wanted to be diagnosed; they were later contacted by the Philips team directing them to the partnered Sleep Clinics.
Marketing Tool
- Google Adwords
- Google Analytics
- Display Advertising
- Special Banner Creatives
- Customized Landing Pages
Results
The Beta campaign was started in the city of Bengaluru. A healthy number of queries were generated which were then converted to people getting themselves screened in Sleep Clinics. This encouraged the Philips team to expand the campaign to the PAN-India level.
