Rochester Medical: FemSoft
Private goes public
Private goes public
TV: Try FemSoft
TV: Try FemSoft
Click to get started
Click to get started
Online training
Online training
The FemSoft campaign is a great example of how the right marketing strategy and creative can drive immediate action for an often undiagnosed medical condition. Using a localized regional launch allows us to test and modify our approach and the creative before launching the campaign nationally.
Jessica Boden
Executive Creative Director
Vote of confidence
Marketing confidence. Literally.
How do you market a product for a condition no one’s talking about? The number of women with involuntary urine loss (also called bladder leakage) is staggering − roughly one in three − but compared to erectile dysfunction and overactive bladder, the problem hasn’t gotten much attention. Enter the FemSoft Insert, a solution for the management of involuntary urine loss − and the only one that offers immediate relief without drugs or surgery.
Get FemSoft and get your life back
There is a pervasive belief that bladder leakage is just something women have to live with − an obstacle that has blocked previous widespread interest in FemSoft. Our direct-to-consumer campaign tackles this assumption head-on. The key message, Live with confidence, provides the emotional hook and the encouragement to talk with your doctor about trying FemSoft. The campaign also focuses on a clinical audience through online training, education and clinical resources.
Spreading the word
To create awareness about this new option, we took the FemSoft message to places frequented by women − waiting rooms, fitness centers and public restrooms − and broadcast FemSoft TV commercials during women-preferred programming. Our media strategy also included a consumer microsite (www.tryfemsoft.com), clinician website (www.femsofttraining.com), ad placement in magazines, newspapers and playbills, online advertising, direct mail, seminars, training videos and user manuals. To track the success of the campaign, we’re using a variety of measurement tools that continually monitor and evaluate the impact of each campaign element.
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