CHALLENGE

SmartHealth wanted to engage Aussies with its new STI testing solution, SmartSex – a discreet, online service that improves access to screening.

A key challenge to the launch was that media hesitated reporting about STIs, particularly during times when viewers or listeners were eating or while children were watching.

INSIGHT

With SmartHealth, users can discreetly purchase an online pathology request for a sexually transmitted infection (STI) screening, visit a pathology centre to provide blood and urine samples, and receive result notifications by SMS within two business days.

What SmartHealth needed was a compelling, research-driven narrative that encouraged Australians to take control of their sexual health, and purchase an online test via SmartSex.

IDEA

To tackle the stigma associated with STIs, we conducted research by analysing local government health reports on STI prevalence to identify ‘at-risk’ regions. This helped us carve out a tailored three-pronged strategy that targeted consumers both on a national and regional media scale.

EXECUTION

We employed a three-pronged approach that involved securing the support of industry stakeholders and HCPs to advocate on our behalf whilst directly targeting at-risk communities via a consumer media launch to deliver regionally specific educational messaging on SmartHealth’s key benefits. The messaging focused on how SmartHealth improves access to testing for STIs, and offers the utmost discretion, speed and convenience to patients.

By using this data, Edelman put a spotlight on communities around the country that had seriously high rates of STIs and reduced rates of testing. This provided us with a platform to promote sexual health screening and sexual health literacy in these areas.

IMPACT

GENERATED 42 PIECES OF COVERAGE ACROSS PRINT, ONLINE, TV AND RADIO NEWS OUTLETS, ACHIEVING OVER 24,864,518 MEDIA IMPRESSIONS.

By creating clear messaging on the step-by-step process of the product to doctors and consumers, we were able to establish support in the medical community and a great deal of trust and confidence in not only the product, but the SmartHealth brand as well.

This drove an exceptional dwell rate of 42,808 page views to the website within one month of the PR launch, and SmartHealth now enjoys an average session duration of 2:53 minutes and 6.03 pages per session.

Despite the fact that 75% of SmartHealth’s customer base were men, only 25% of patients who saw GPs for an STI related matter were males. This suggested that the launch successfully empowered women to encourage their sexual partners to get tested via a discreet screening option.

The rapid growth in traffic to the site and the fact that over a third of users (35%) are returning visitors, proves that the product is now well trusted by consumers.

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