Headaches are the second most prevalent health condition globally and the common headache affects over 6 million Australians regularly. Despite this, a large majority of consumers are not treating their headaches effectively.
Our challenge was to encourage both healthcare professionals and consumers to think again about headaches and educate them that source of headache pain may be the muscles in your head & neck.
Understanding the role of healthcare professional influence and endorsement, Health Haus implemented a phased approach, engaging healthcare professionals and key opinion leader audiences first, and then, with their support, consumers second.
We educated healthcare professionals about the link between headaches and muscles via industry conferences and hosting exclusive meetings with pain specialists and experts.
Using innovative Kinect technology, we brought to life our campaign message through a “muscle body” that allowed both healthcare professionals and consumers to explore how referred pain works and demonstrate how muscles may cause many common headaches.
Other campaign elements included a partnership with Headache Australia, an interactive headache app and support materials for the RB sales team.
This campaign was regarded by the client as the new benchmark of HCP and consumer communications integration and resulted in three times the expected coverage and audience impressions.