Supporting a pan-European product launch

COMPEED® Cold Sore Patch

Objective and brief

  • COMPEED® developed Cold Sore Patch, a revolutionary and effective new cold sore treatment.
  • They needed to launch the product across Europe quickly in order to exploit their innovation before copy-cat products came onto the market.
  • Because the product was a completely new approach to cold sore treatment, it was important to educate consumers and pharmacists on how the product worked and why it was so effective.
  • COMPEED® asked us to develop a website targeting consumers and pharmacists and launch it in 14 countries across Europe. Traffic would come from TV, press and pay-per-click support.

How objectives were met

  • Working with a lead country marketing team and the European brand team, we designed a master site in English containing both consumer materials and an e-learning module for pharmacists.
  • We wrote the content for the site working closely with R&D, medical, regulatory affairs and legal to ensure accurate and compliant copy.
  • We developed a pan-European SEO (search engine optimization) strategy to ensure the site would be easy to find across European search engines.
  • We localised the website and content for 14 different countries, working with country specific translators, marketing teams, regulatory affairs and lawyers to cater for differences in cultural, market and regulatory environments.
  • We developed "how to use" interactive flash animations to ensure complete audience understanding.

Resources

 

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Key challenges

  • Speedy website launch across multiple countries in Europe.
  • Coordinating simultaneous launches and working with a large number of stakeholders across Europe.
  • Product classed as a medical device, so attention to country specific healthcare and regulatory compliance was essential.
  • Internal 60-point compliance audit.

Results

  • We launched the website across 14 countries in 6 months helping the brand to build a dominant position quickly.
  • The COMPEED® Cold Sore Patch website ranked on the first page of natural search results against cold sore keywords on major search engines in each country saving money on pay-per-click whilst driving sales.
  • Each local version site passed a strict 60-point audit by the global website compliance department prior to launch; our thorough compliance knowledge ensured all sites obtained regulatory and internal compliance approvals with a minimum of time and fuss.
  • The product became market leader in each market within 2-3 months of launch and won several industry awards for innovation and marketing. Country sales targets were reached and exceeded.

Client testimonial

I am extremely pleased with the high quality output and service that COMPEED® received from Content Formula. To think that we were able to conceptualize, design, build, go through very rigorous regulatory compliance processes, and launch both consumer and health professional sites for www.compeed.com in 14 different languages in less than 6 months is testament to Content Formula's highly dedicated and efficient working style.

EMEA Marketing Director, COMPEED®