CHALLENGE

​​GI conditions impact millions of Americans every year — many of whom seek out options outside of prescription medications. Supplement manufacturer, Integrative Therapeutics, has just such an option — Physicians’ Elemental Diet, a medical food for an elemental diet plan. The challenge was twofold: healthcare practitioners needed to be able to easily share patient education around the elemental diet approach; and patients needed to have easy to understand tools at-the-ready for program success.

OUTCOME

It was essential to tap into the emotional resonance of the integrative approach as an act of rebellion against the disempowering and dispassionate system of traditional medicine, and failed solutions they have tried. The solution was a patient-friendly microsite, designed with a fresh aesthetic that was both expert and approachable paired with an omnichannel campaign.

CONSUMER BREAKDOWN

Our target audience is called ‘Proactive Purists’ who continue to struggle with gastrointestinal conditions like IBS, IBD and SIBO. They represent our ideal consumers who are passionate about their health and hold themselves to high standards for healthy and ambitious lives. Typically they identify as a woman and have seen doctors, but aren’t satisfied with their results. They do not want to be defined by their disease and refuse to be ruled by it. 

Our Proactive Purist is desperate to find products that make them feel:

1. Confident

2. Comfortable

3. In Control

They are constantly doing extensive research and utilizing multiple outlets to learn as much as they possibly can about nutrition, alternative medicine & supplements.

WEB

In order to give consumers the information they need to make an educated purchase and position themselves as a superior clinical brand, the user experience was designed to answer any and all questions about the product and its usage — as well as provide supplementary (all puns intended) information and educational materials to support them on their journey.

DEBUNKING
DIFFICULT USE

Challenges with the product were consumers assumed the product was difficult to use, that it was a lifelong venture or that it was nearly impossible to abide by a 14 or 21-day program. We created a thorough How To Use page outfitted with custom photography to put those doubts to rest and simplify how they use the product – including step-by-step instructions, dosing, protocols, tips & tricks as well as how to transition back to normal food after the program is completed.

EASE THEIR
SUFFERING &
INSTILL CONFIDENCE

Bringing the re-invented brand to life, it was essential to empower our target audience. We aimed to ease their suffering and instill CONFIDENCE by positioning ourselves as their partner and providing additional resources to help them on their journey and feed their need to research their options.

MEDIA

Our omnichannel campaign reached the audience through digital ads, social media, podcasts, video, email, sponsored content, industry partnerships — anywhere we knew the self—driven “wellness warrior” consumed content. The result was a well—utilized content hub for the healthcare professional and the GI patient to access.

PACKAGING

In order to introduce a newly available product to consumers at a tricky price point, Integrative Therapeutics needed a new package design to elevate the consumer’s experience as well as provide influencers with something unboxing-worthy.