Direct-to-Patient Campaign achieves 8:1 ROI

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Millions of women suffer from heavy uterine bleeding in the U.S. alone. Clinical guidelines state uterine ablation, as offered by Hologic's NovaSure device, is the first-line treatment option. Despite this, the majority of women with the condition were unaware of the procedure and physicians were offering it only as the third or fourth option. 

Veralur designed blinded surveys for both physicians and patients to understand WHY physicians weren't following guidelines and how they were presenting uterine ablation to patients. As for patients, our goal was to understand what would resonate with them to spark a conversation with their doctor.

Based on our analysis and recommendations, Hologic invested in a $20M multi-media campaign to reach patients across the U.S. Veralur led the social media, online and physician co-marketing portions of the campaign. Return-on-investment ranged from 4:1 to 8:1 for those segments with the lowest cost of patient acquisition and highest engagement scores among participating clinicians.

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