Myovant Sciences
Myovant Sciences* was a biopharmaceutical company on a mission to redefine care for women through purpose-driven science and transformative advocacy.
The challenge
Myovant’s goal was to raise awareness of the obstacles that medication can’t address: the social and cultural understanding of women’s menstrual health, and the stigma and norms that need to change.
They chose to do this through a new, dedicated advocacy Instagram channel, that had to advocate for menstrual health without providing medical assurances.
This needed high volumes of engaging content that was informed by Myovant’s scientific research and adhered to the company guidelines.
The team partnered with The Content Engine to access the necessary expertise to create and manage this new channel.
The solution
The Content Engine created the channel concept, identity, and design. Launching and growing the Myovant Sciences Instagram channel required adopting a test-and-learn strategy and focused interactions for community building.
From the launch of @BeyondTheTubes, the team published an average of 4-5 posts per week, testing a variety of formats from animated graphics to punchy videos.
Content covered a diverse range of topics around menstrual health - all reviewed and fact-checked by our dedicated science team.
Engagement of these posts was monitored to inform our ideation and channel strategy and do more of what was working and less of what wasn’t.
Without you it would be a huge amount of pressure and our Social Media Manager would never be able to take a holiday!
STEVE MULLER
Director of Brand & Digital Communications, Myovant Sciences*
The result
During the 18-month project, we built and managed this community of menstruators, creating a stream of newsworthy and reactive high-quality content.
We provided relevant ideas, content creation expertise and community management skills on a weekly basis.
Supported by paid activity, our content was regularly seen by more than one million people and was served to a retargeting audience of over 5,000 users.
The account reached almost 4.5 million impressions over 6 months. Overall channel engagement rate was 2.5 times higher than the health industry benchmark.
*Myovant Sciences, Inc. is now Sumitomo Pharma America, Inc. (SMPA).
