PrEP Made Easy

Background.

With years of discrimination and stigmatization against the LGBTQ+ community leading to a lack of accessible healthcare, Q Care Plus intended to challenge that opposition by providing quick, easy, and affordable HIV and STI testing and treatment for at-risk individuals.

Because of their dedication, the telehealth brand has become one of the most popular choices for millions of Americans. However, to keep the momentum going amid rising challenges, Q Care Plus enlisted the help of the Foundry512 team to implement a fun and head-turning marketing campaign.

Challenge.

Although Q Care Plus established itself as one of the leaders in telehealth healthcare, the brand still had its own set of hurdles. One such challenge was reaching Q Care Plus’ complex audience, which wasn’t going to be easy to reach.

In order to score the attention of Q Care Plus’ niche audience and stand out from the rest of the competition, we knew the team would have to overcome through intense research and deep segmentation.

Overall, Foundry512 had to set out to create and apply a marketing strategy solution that would have us helm the ship while also providing Q Care Plus with the right tools to help sustain them in their marketing future.

Campaign.

With Q Care Plus, getting HIV prevention treatments is always a convenient process that allows patients a discrete, at-home testing kit. Foundry512 embraced this by creating a patient-first campaign message that matched Q Care Plus’ “PrEP Made Easy” tagline. The campaign ran from May 1 to December 31, 2023.

We first got around the budgeting issues by taking a leadership role and developing the perfect marketing and campaign strategy that would correct data inconsistencies, solve privacy and security barriers, and improve customer acquisition.

The campaign celebrated the diverse lifestyle of the MSM community, partnering with LGBTQ+ influencers that amplified voices and encouraged deeper conversations on sex and health.

PrEP Made Easy’s launch during PRIDE month helped bolster attention from our audience as we displayed ads at major events in key cities like New York, Los Angeles, Atlanta, and Austin thanks to Q Care Plus’ sponsored inclusion.

Ads were developed with a fully integrated mixed-media strategy, utilizing dating apps, Google search ads, display ads, public displays, social media platforms, and dating app inbox ads.

Results.

The PrEP Made Easy campaign was a hit with Q Care Plus’ audiences. Since the campaign launched, the results have quickly blown past expectations. The campaign led to over 11 million impressions and an incredible 1.2 million generated clicks to the newly renovated Q Care Plus website. This resulted in a 47% increase in their conversion rate.

The campaign successfully convinced more people to check out Q Care Plus’ services, leading to an incredible 27% rise in new patient acquisition month-over-month.

FIVE

How do you encourage PrEP use while tackling medical apathy among a niche community? With extensive research and targeted messaging. As part of the advertising campaign strategy, Foundry512 conducted investigations for Q Care Plus’ MSM audience, finding opportunities that would change attitudes surrounding sexual health and marketing effectively.

We first used our brand-talent matchmaking initiative to place members of our staff, who are a part of the MSM community, into roles of leadership. By listening to their personal stories on top of first-hand testimonials, we were able to gather insight into why some patients would abandon medication, which was due to a lack of healthcare access and the apathy that the LGBTQ+ community holds for medical professionals.

As a solution, we found what other competitors ignored: the MSM community was diverse, with their own beliefs, lifestyle preferences, and pain points. Thanks to the invaluable knowledge we gained from our qualitative research, we managed to construct a narrative concept that better spoke to the unique cultural, sexual, and gender identities of our audience.

ONE

Once we found the best times our audience would be impacted, we created our multi-channel ad strategy that implemented the right kind of messaging for the right kind of ad. Dating app ads had spicy wording and were featured on Grindr, Scruff, and Jack’s with ads that appealed to each app’s main audience.

Programmatic displays incorporated special brand messaging for each diverse model and co-branded versions of the ads geotargeted to enhance the trust of local, popular care providers.

Finally, we took advantage of our peer modeling approach, which was created by Foundry512’s own behavioral scientist and HIV prevention pioneer, Dr. Alfred McAlister. Partnerships with LGBTQ+ influencers on social media platforms consisted of fun and informative lifestyle posts, which connected with the audience and pushed conversations.

TWO

The campaign received high praise and higher metrics, bringing in over 11 million impressions since it first launched.

Our inspiration for the campaign was to show just how easy Q Care Plus makes HIV prevention treatments. We were able to successfully do this by understanding that an audience is not a monolith. Audiences have different thoughts and identities that can only be seen by listening and giving a platform to their voices.

By utilizing updated branding, personalized messaging, and deep research, we were able to create an effective campaign strategy that produced authentic conversations and ultimately saved lives.