Building a Supportive Online Community for Penguin Cold Caps
Penguin Cold Caps is a leading provider of scalp cooling treatment to save patients' hair during chemotherapy. No Nonsense Marketing was tasked with targeting, raising awareness and educating potential customers about the benefits of their Cold Cap Therapy.
The biggest challenge was to target people in the critical period between receiving a cancer diagnosis and starting chemotherapy treatment. This case study examines the strategies employed to build a supportive community and successfully promote Penguin Cold Caps.
The Strategy
Recognising the sensitive nature of the topic and the emotional state of the target audience, No Nonsense Marketing adopted a delicate and informative approach. They focused on leveraging social media platforms to create a supportive community of patient advocates. The agency established a dedicated Facebook page for Penguin Cold Caps, primarily targeting a US audience, which is Penguin's primary market. Additionally, they set up a Chemotherapy Support Group, providing a safe space for individuals newly diagnosed with cancer and preparing for chemo to connect, seek advice, and offer support.
The Results
Through a combination of predominantly organic search and a small advertising budget, the Chemotherapy Support Group grew to an impressive 11.8k members, with 93% of them being women and 85% located in the US. Furthermore, an exceptional 78% of the group members actively engaged each month, indicating the success of No Nonsense Marketing's strategy in fostering an engaged and supportive community.
No Nonsense Marketing also conducted interviews with past Penguin Cold Cap users, gathering compelling written case studies that highlighted their positive experiences with the treatment. These stories were shared within the support group, effectively reinforcing the image of Penguin Cold Caps as a caring and supportive brand.
The agency also managed, researched and wrote a monthly schedule of online articles about cold capping, cancer and chemotherapy for patients. The purpose was to raise the SEO ranking of the main website but also to publish informative, relevant and useful advice-driven content to Penguin's online community.
The Conclusion
Through a sensitive and informative approach and effective utilisation of social media platforms, No Nonsense Marketing successfully built a supportive community of patient advocates for Penguin Cold Caps.
Establishing the Chemotherapy Support Group provided a valuable platform for individuals in the critical window between diagnosis and treatment to connect, share information, and find support. The strategy not only raised awareness about the benefits of cold cap therapy but also positioned Penguin Cold Caps as a compassionate and patient-centric brand.
