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Brand: DUROLANE hyaluronic acid (HA) injections for osteoarthritis (OA) knee pain.
Background and Challenge: OA is commonly perceived as an older person's malady, one of those ailments that comes with arriving at your 50s and 60s. But it also touches people in their 40s. We wanted to target this age group, as it aligns with the indications of DUROLANE for mild-to-moderate OA knee pain.
Solution: Partner with Spartan Races to promote DUROLANE to their audience of 30s and 40s fit men and women who participate in group physical challenges. We created a content campaign of a series of "KneeMails" to educate about OA and introduce the benefits of DUROLANE.
Result: Continuous, high sign-ups for the email program.
Background and Challenge: OA is commonly perceived as an older person's malady, one of those ailments that comes with arriving at your 50s and 60s. But it also touches people in their 40s. We wanted to target this age group, as it aligns with the indications of DUROLANE for mild-to-moderate OA knee pain.
Solution: Partner with Spartan Races to promote DUROLANE to their audience of 30s and 40s fit men and women who participate in group physical challenges. We created a content campaign of a series of "KneeMails" to educate about OA and introduce the benefits of DUROLANE.
Result: Continuous, high sign-ups for the email program.
Michael Berliner is an experienced copywriter based in the Triangle area of North Carolina (Raleigh, Durham, Chapel Hill). Get in touch with Michael
