Teosyal Pen: a Direct To Consumer Communication Strategy
Enigma Strategy & Branding implemented a Direct To Consumer communication strategy via different means in order to present the Teosyal Pen: a medical tool that offers a gentler experience for patients during injections of hyaluronic acid.
Ambition
Teosyal Pen is a motorized injection device designed to provide more precise and less painful Aesthetic Hyaluronic Acid injections versus a regular syringe. The main goal of this campaign is to change aesthetic practioners habits, switching them quickly & massively from manual injection to motorized technology.
Obstacles are many: injectable market is growing but there is not yet related technology to bench mark, target profile (practitioners and patients) is complex, It is important as well to take into account patient’s fear and to play it down.
Action
In order to solve this problematic, Enigma decided to set up a DTC (Direct To Consumer) strategy, with the aim to create and enhance end user loyalty. When informing the patients about the benefits of Teosyal Pen, they will now ask their practioners to use this new technology.
Teosyal Pen will become a differentiation point among practioners, and will help to create a relation of trust & loyalty with their patients.
In order to raise product awareness, Enigma decided to take advantage of different means of communication:
- PR campaign: social event in Paris where Teosyal Pen was introduced to selected influential bloggers. The opportunity to turn into injector was given to these guests.
- Testimonial movie: interview of 3 patients highlighting the benefits of Teosyal Pen as well as the ease of use.
- Website introducing Teosyal Pen with the same angle of view of simplification and identification of future patients.
- Google Adwords and Adsense campaign with testimonials on banners.
- Facebook campaign.
Impact
One month after the event in Paris:
- PR campaign: more than 33 published articles, 2,000,000 page views
- YouTube: 41’183 views
- Facebook Campaign: 3’981 clicks
- Adsense and Adwords campaign: 21’591 clicks
The tools that were used helped increase awareness of Teosyal Pen significantly. Teosyal Pen awareness dramatically increased thanks to the combination of these different communication tools.
