The defined target group of people affected by eyelid margin inflammation should be informed about possibilities to alleviate the unpleasant symptoms. The aim was to address people who were already familiar with the symptoms of this chronic condition, as well as people who were not yet aware of suffering from it at all.
An in-depth, informative guide text on the clinical picture of eyelid margin inflammation or blepharitis was produced. It dealt both with the recognition of symptoms in order to inform those affected who are still “inexperienced”, as well as its development, forms, possibilities of successful treatment and the Posiforlid products that can be used for eyelid margin hygiene. In our teasers – depending on the target group – we varied strongly in the wordings. For example, people with knowledge of their chronic condition were already addressed with more specific terms such as “blepharitis” or “recurrent eyelid margin inflammation.” The still inexperienced target group, on the other hand, was addressed with “softer” approaches such as “How to relieve skin irritation on the eyelid”.
Through the different approaches at teaser level and the informative content of the advertorial, we were able to ideally address both target groups, educate them and introduce them to the Posiforlid products – this is shown by an incredible average dwell time of 1:38 minutes and an enormously low bounce rate of only 4.56%. It is also remarkable that the dwell time from the beginning to the end of the campaign could be increased from originally 1:04 minutes to the mentioned 1:38 minutes through optimizations and that the bounce rate was reduced from 7.45% to 4.56%.
The integrated ads also benefited from a majority editorial wording with added value for the readers: For example, our LinkboxAd with further information achieved an ad CTR of 7.84%. Overall, 11.29% of readers were taken to the client’s landing page via the advertorial.
- On average, readers stayed in the article for 1:38 minutes
- 29% of readers were led from the advertorial to the landing page.
“In addition to the strong media values, we enjoyed the always efficient and very pleasant cooperation,” said Bernd Butscheidt, media coordinator at URSAPHARM Arzneimittel GmbH.