A DTC Success Story
Bringing an innovative startup pharmaceutical company to market through a brand identity system that simplifies the complex science behind its offerings.
With over 400 clients worldwide, SPRIM is a multidisciplinary team that brings healthcare products to market on a global scale. They reached out to us when looking to establish a brand for DHA Benefit, a prenatal vitamin that sources its Omega 3 from krill in a revolutionary offering. We developed a brand, packaging, campaign, and more to market this innovative supplement to expectant mothers.
Pinpointing and explaining what makes DHA Benefit so effective would be the key to success for this campaign. Once we understood the positive impact this supplement has on prenatal development due to its ability to cross the blood-brain barrier, we were even more excited about helping SPRIM spread the word about it to the appropriate audiences. Emphasizing the company’s trustworthiness, the product’s sophistication, and the health benefits for both mother and child in the branding, our creative team crafted Amazon thumbnails, bottle labels, packaging, a website, and a digital campaign to promote DHA Benefit to millions of pregnant women across the nation.
Strategy & Positioning
The end users and purchasers of DHA Benefit, expecting mothers, were our primary focus. We carefully constructed communications that inform mothers-to-be of the incredible health benefits that this supplement provides. We found that expectant mothers are significantly more likely than the average woman to research supplements online before purchasing. 51% reported visiting a brand’s website during their purchase journey, so we knew the SPRIM website would be a major influencer in a mom’s discovery and purchase of the product. Our team further segmented this audience after determining that first-time mothers would be even more receptive to messaging.
Obstetrics and Gynecology physicians (OB-GYNs) are women’s care doctors who specialize in female reproductive health, including pregnancy. Most expecting mothers go to these physicians for prenatal management. Our research showed that 58% of expectant mothers reported that their doctor’s recommendation was extremely important to them, so we determined that speaking directly to them would drive awareness and credibility.
As the group that spends the most time directly interacting with patients, nurses play a critical role in healthcare. We used job title and education targeting to reach this audience, as many expecting mothers look to their nurses for medical advice and support. Since 83% of nurses say the internet is their first stop when they look for information, we knew the website would be a resource for them to learn about the benefit DHA would provide their patients. Trusted voices in patient care, we connected their credibility to SPRIM’s product to boost consumer confidence.
How we did it.
Based on extensive research, our design team created a brand identity that portrays SPRIM as an approachable women’s health mentor providing an advanced prenatal supplement. From there, our creative team developed packaging, a marketing campaign, and a website that increases awareness of DHA Benefit while simultaneously enhancing SPRIM’s credibility. We did this by providing product benefit information that is easy to understand and supporting it with materials designed to put target audiences at ease.
We developed the DHA Benefit website on a split wireframe. Starting on one homepage, visitors are funneled to the most relevant information to them by selecting either expecting mother or medical professional. From there, we crafted a dynamic online experience that provides the information to support a purchase or recommendation.
Our team chose to speak directly to consumers through a detailed content marketing strategy. This campaign centered on providing stakeholders with additional information on pregnancy and prenatal health in order to add value to SPRIM’s offering and build consumer trust, loyalty, and advocacy.
DHA Benefit was a groundbreaking prenatal offering for which our team conducted in-depth research for consumer, market, and medical applications. Our designers delivered customized, eye-catching branding that worked in tandem with each collateral extension to form an elevated product offering. Impressed with our expertise in medical concepts and high quality of work, SPRIM has continued to partner with us on numerous ventures and we look forward to the next.