Bringing visibility to a product for consumers
demanding new standards in hygiene
Purifas, Australia innovated at a moment in history when our chiro, osteo, physio, and massage clinicians needed solutions.
To support a segment of the health industry strongly affected by the economics of a pandemic and communities reeling from a lack of health support during lockdowns, the innovative solution developed by Purifas needed to be shared.
Purifas specialises in hygiene products offering clinical protection and comfort for physical therapy settings. This includes a disposable face hole cover for massage tables which reduces transmission of germs. Purifas approached The Walk agency to place this product in front of health specialists.
Analysis of previous Purifas marketing efforts informed us about how we could approach this marketing challenge from a new angle. By focusing on the problems facing the target audience of chiro, osteo, physio, and massage therapists in a pandemic-affected space, targeted solution-based social media advertising was used to address these pain points.
A digital marketing campaign employing a multi-channel approach to reach two distinct audiences, across Australia and New Zealand. The first was aimed at increasing product visibility to physiotherapists, chiropractors, and osteopaths via a targeted LinkedIn ad campaign that reached over 15,000 health care professionals. The second was a Facebook ad campaign targeting massage therapists, which resulted in 135 direct product sales.
Multiple messages were tested including, ‘Covers the whole face to reduce bacteria’ and ‘100 Purifas FaceShields or 100 washed towels’, but the message that resonated the most was, ‘Is your clinic up to the new hygiene standards?’, as it addressed the issues faced by health professionals dealing with a pandemic. Purifas has subsequently entrusted The Walk with the launch of their new BodyShield product in Australia and their expansion into the UK.