Medicines360
Driving Digital Conversation for a Mission-Driven Pharma Company with Zero Footprint
This campaign was led by Jordan Baker during her tenure as Assistant Account Executive
at JPA Health Communications.
122,215 audience reach over a 3-day period across major social media channels.
The Situation
We were dealing with a client who had a great mission of making sure cost doesn't stand between women and medicine, but they were invisible on social media. At the same time, the Affordable Care Act's coverage provisions were being rolled back. We needed to engage women in a conversation about lifestyle and access, but we had nowhere to host that conversation.
They needed to reach a national audience immediately without the time to build a following from scratch.
The Strategy
We engineered a Trojan Horse partnership model during a timely campaign. #ThxBirthControl. Instead of building owned channels, we acted as a content engine for established advocacy groups like Power to Decide, leveraging their audiences to bypass resource limitations.
Omni-Channel Advocacy Without Owned Channels
The Result
Creating National Impact Without Infrastructure
The Outcome
Effectively inserted the client into a national dialogue on women's health access, proving that strategic partnerships can outperform owned channels.
Execution came down to removing friction. We knew advocacy groups were busy, so we did the work for them. We created a digital toolkit featuring diverse storytelling with messaging like 'Because I'm juggling all I can' or 'Because I'm sticking to my game plan'.
We followed up with an email strategy that gave these groups pre-written captions and ready-to-download graphics. This ensured that even without our own page, our visual identity was flooding the feeds of our partners' audiences.
The results validated the 'no platform' strategy.
In just a three-day window, we generated a potential reach of over 122,000.
We saw uptake across Facebook, X (formerly Twitter), and Instagram, with organizations using our exact 'plug-and-play' language. This proved that you don't need a massive owned footprint to drive a massive conversation: you just need the right content strategy and the right partners.