Reaching, engaging and educating menopausal women

Joint pain is one of the most severe complaints in women during menopause, with an estimated 71% of perimenopausal and menopausal women experiencing musculoskeletal pain. Yet, it is commonly mistaken as an inevitable part of the ageing process.

In response to this clear gap in knowledge, our joint health supplement client challenged us to educate consumers about the prevalence of menopausal joint pain, positioning their product as able to alleviate symptoms.

Our approach

To ensure credibility, we partnered with a leading women’s advice and support network for perimenopausal and menopausal women. By working with this trusted organisation, we were able to reach and engage the target audience with tailored messaging.

Through the partnership we:

  • Hosted an expert-led webinar, which included key product information and clinical data specific to menopausal women

  • Developed bespoke content for the organisation’s website and implemented a robust SEO strategy, which drove high-ranking search results

  • Set up media interviews with a leading menopause expert to discuss joint pain

  • Generated tailored news hooks to engage the media through our proactive press office

  • Secured product recommendation in the organisation’s latest book, ‘FAQs on the Menopause’

Outcome

Attendees of the webinar said that “they no longer feel alone”, with many indicating that they would try the joint health supplement as a result.

The campaign generated nearly 20 pieces of coverage, including 5 in-depth regional articles, 2 broadcast interviews and high-quality features in consumer print and online publications.

Importantly, 79% of coverage included stockist information or a direct link to our client’s website, 79% included references to clinical data and 74% included expert commentary and insights.

 

1 Lu CB, Liu PF, Zhou YS, Meng FC, Qiao TY, Yang XJ, Li XY, Xue Q, Xu H, Liu Y, Han Y, Zhang Y. Musculoskeletal Pain during the Menopausal Transition: A Systematic Review and Meta-Analysis. Neural Plast. 2020 Nov 25;2020:8842110. doi: 10.1155/2020/8842110. PMID: 33299396; PMCID: PMC7710408.