PRODCUT LAUNCH CAMPAIGN
MyFORM Hormone Mapping
Forth developed an innovative blood test that could map all four female hormones across a menstrual cycle. Making it possible to test for perimenopause for the first time. I led a multi-channel campaign working with McCann Bristol to launch the product to women aged between 40 and 50 in the South West Region. The campaign ran across TV, cinema, print, and social media. It generated a 933% increase in website traffic, paid search brand term impressions increased by 66% and clicks on brand PPC ads increased by 268% during the first month of the campaign. Overall, it increased product sales by 101% making MyFORM one of Forth's top-performing tests.
PRODUCT MARKETING STRATEGY
I created a product marketing strategy for Forth’s new HealthCoach app focused on promoting new features to existing customers and creating a point of differentiation for new customer acquisition. I created a set of KPIs for the launch of the app and worked with a data analyst to implement tracking. Working with the development team at Forth, I carried out customer surveys for the app as part of pre-launch testing. I pitched an idea to make Health Coach an ecosystem for all women’s health needs to address the desperate requirement women have for accessing better healthcare.
CONTENT
Sharing My Experience
I scoped, planned, and wrote numerous articles while at Forth to provide women with high-quality, educational content about their hormone health. The content was also optimised for SEO to increase reach and drive traffic to the website.
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I wrote two articles about my own experience of perimenopause. The first was sharing my experience with HRT and helping women become informed about the different types of HRT. The second was on my perimenopause journey and how the insights I gained from MyFORM helped me understand what my hormones were doing and when to start HRT.