Objectives

WomanOn was created as an unbranded social ecosystem to help educate and provide support to women during their menopause journey. All content is crafted to encourage women to engage the community and play an active role in making healthcare decisions, while driving them to their menopause healthcare practitioner to discuss hormone replacement therapy treatment options.

Strategy and Execution

WomanOn is the U.S.'s largest unbranded menopause community that engages women via relevant and personalized conversation that educates them on menopause, estrogen and hormone therapy to destigmatize the conversation and treatments options while encouraging women to speak with their healthcare provider. An innovative pilot program, the WomanOn digital ecosystem includes a website and Facebook that in total reaches 1.4M+ to date. Through analytics and ongoing monitoring, we have learned that many women are uncertain about what questions to ask their certified menopause practitioners regarding menopause. As this target age group of women (45-64) are typically the health decision makers in the family, a trusted community that provides them with credible and relevant information can help educate and activate women to make more informed decisions. The strategy is focused on expanding the WomanOn community, educating the audience about menopause, activating women to discuss treatment options with their certified menopause practitioner and promoting the active consideration of hormone therapy as a treatment option for menopause in a brand-supportive manner for a prescription product. This is achieved by developing and sharing highly engaging content on social media and the WomanOn website that is then targeted to core audiences and supported with paid media. Visually compelling posts that give the social and digital ecosystem a cohesive look and feel enable conversations with the community and strong calls to action turn post engagements into future content opportunities. Via GIFs, video, custom graphics, supportive web content, and a website refresh that included a significantly enhanced user experience and optimized functionality as a product brand site conversion tool, the WomanOn ecosystem not only encourages women to talk to their doctor about menopause, but also provides them with the information and resources to seek appropriate treatment.

Results

The WomanOn program helps drive awareness that translates into action. All 2016 KPIs were exceeded:

• U.S.'s largest unbranded menopause community just over a year after launch with over 1.4M+ impressions to date
• Average Facebook engagement rate of 3.3%
• Percent of audience engaged averages 6.2%
• Average click-through-rate of 5.15% from the unbranded website to brand.com (depending on placement of the article on WomanOn.com, the click-through-rate averages nearly 10%)

Additionally, these results have been turned into actionable outcomes. We learned through analytics that women are often confused and don't have the right resources to guide them through their menopause journey. Their biggest challenges are not knowing when and with who to start the conversation, and then what treatment options are available to them. We enabled a website refresh that included the implementation of a 'Find a Menopause Practitioner' button and a 'Treatment Option' button to sophisticate the user experience and drive users to brand.com.

Media