DOCTOR WISE
ANYTHING BUT GENERIC
Menopause affects everyone differently, symptoms vary person to person, and even day to day. However, most products are generic by design, standardized around a set of averages, not the women purchasing them.
Hyland's launched Doctor Wise with the lived experience menopausal humans in mind: five distinct formulations, each targeting specific symptoms, so customers could customize their experience.
The opportunity was to reshape menopause around around the women living it, instead of how it's described in textbooks. We coined them our Wise Women: experienced, knowledgeable, and anything but generic. They deserved a brand that would listen instead of talking at them.
I built and led the "Anything but Generic" integrated brand and digital strategy campaign. It revolved entirely around the core truth, to reach women all you need to do is listen.
The website was the strategic anchor, rebuilt from the ground up (UX, content, landing pages, ecommerce) to create a space that could function both as place to find products and answers. Editorial content and blogs acted to reinforce the persona of a knowledgeable friend, giving Wise Women the information they were looking for in (who knew so many women all had itchy ears). Targeted digital and social paid ads drove brand engagement, while organic and email nurtured the community, all functioning as one complete ecosystem.
The result? Website traffic increased 500% at launch. Digital ads delivered a 6.8x ROAS at an average CPC of $0.89. reaching more of the right women for less, and Doctor Wise secured national distribution at Target, Walgreens, and CVS.
ANNE CLAIRE HOUCK