Make Asthma Personal

Project Aims

Having an Asthma Management Plan is one of the key elements of effective asthma management.  However, research showed that despite most people with asthma agreeing that managing their condition is important to them, the vast majority didn’t have an asthma plan.

 

GSK’s Make Asthma Personal campaign aimed at providing users with information, tools and resources to use for better asthma management.

 

The Challenge

We created a fully integrated, multi-channel digital campaign.

 

The main challenge was to find asthma sufferers online and to present them with information for a better management of their condition.

 

Engagement and success was measured through a set of key performance indicators including pdf downloads, video views and number of pledges taken.

 

Strategy & Implementation

The website contains educational material on how to take a more proactive and personal approach to managing asthma. It features an online toolkit to help people manage their asthma more effectively by tracking their symptoms and triggers, an asthma control test, infographics, doctor discussion guide, an asthma journal and a personal goal planner.

 

We designed and developed an explainer video to present facts and figures in an interesting and engaging way.

 

Google Search and Display ads, affiliate marketing and Search Engine Optimisation (SEO) were used to promote the website.

 

The Results

All relevant metrics were tracked in Google Analytics and channel-specific tracking platforms, including metrics such as video views, video actions and completions, behaviour on the website and conversion.

 

The campaign worked successfully, with very high click-through rate and high engagement on the website.

 

GSK - MAP Case Study

By johnlynam

GSK - MAP Case Study

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