Right SEM Strategy with support in LP's & Creatives
Awareness / Landing Pages / Creatives
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 out to start the awareness for the diseases under the brand name of SleepSolutions. The aim here was to generate the awareness for the disease among the Indian people, and then to further encourage them to get themselves diagnosed in one of the Philips partnered Sleep Clinics.
One of the key challenge in the campaign was the lack of awareness for the disease itself among the Indian masses. This reduced the probability of people to voluntarily search information for OSA or get diagnosed. As per a survey by Philips out of every 100 Indian 93 are having Sleep irregulatiries. This meant a huge probable market, but not everyone with Sleep irregularity will be having OSA. This poised another challenge of segregating people which may have OSA from the ones with other sleep related illnesses.
We set out to segment the people who are most probable 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 was applied. Both Search & Content network was shown to people searching 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 audience a relevant connect. A query form was placed on the landing page for people who wanted to be diagnosed; they were later contacted by Philips team directing them to the partnered Sleep Clinics.
- Google Adwords
- Google Analytics
- Display Advertising
- Special Banner Creatives
- 2 Tier Landing Pages
The campaign was started as a test campaign in the city of Bangalore. 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 out the campaign to PAN-India level.