AMAG Pharmaceuticals Digital Engagement and Women’s Health Patient Marketing Teams
Agency Partner: imre Health
AMAG Pharmaceuticals Team:
Ryan Billings, MS, MBA, Executive Director, Digital Engagement
Christine Waite, Executive Director, Women’s Health Patient Marketing
Gena Koufos, MBA, MS, RN, Innovation & Digital Health Lead
Caitlin Haskins, Product Manager, Women’s Health Patient Marketing
imre Health Team:
Cara Peckens, VP, UX & Technology
Christina Pandolfi, Associate Creative Director, Copy
Kate Rom, Account Manager
Leanne Haggerty, Senior Account Executive
De-stigmatizing Painful Sex through Conversational Marketing
AMAG is a pharmaceutical company focused on bringing innovative products to patients with unmet medical needs, including undertreated women’s sexual health conditions. One such product from AMAG treats dyspareunia, moderate to severe painful sex due to menopause. If you haven’t heard of it, that wouldn’t be surprising. It is a condition with low awareness brought on by feelings of shame, anxiety, and confusion. The emotional sadness and loss of intimacy can prevent women from discussing their experiences openly with their partner, physician, or other women. This lack of conversation creates a multitude of questions for women suffering from dyspareunia who often turn to OTC lubricants, which do not treat the medical cause of their pain, leading them to potentially suffer in silence.
The AMAG Pharmaceuticals Digital Engagement and Women’s Health Patient Marketing Teams are working to change that with a first-of-its-kind chatbot that helps to destigmatize the condition and provide women who suffer from dyspareunia with supportive resources. When a woman engages with the bot, she selects a persona based on her self-identified experiences and is then guided through a series of paths tailored to her personal journey. The chatbot then serves up a series of educational patient support tools and treatment options including a “digital shelf” that features OTC solutions and an AMAG treatment side-by-side for consideration and exploration.
The chatbot can connect patients to the unbranded Press Pause Facebook community, an open-comments page that raises awareness for dyspareunia and vulvar and vaginal atrophy (VVA). The team also launched a branded Facebook page to serve as a hub for social advertising. The page is often put in front of women who have engaged with the unbranded content and are a good fit to learn more about an FDA-approved Rx solution.
In just six weeks, the chatbot made a significant impact. The chatbot offered educational content advice to more than 467,500 women with 15,358 interactions and questions answered in the bot; 705 digital shelf + VVA educational videos watched; 321 exits to the branded website, and 155 exits to the unbranded educational site PauseSexPain.com.