Case studiesPharmaceutical
Cathejell
Search, advertising and patient education video for a prescription medical brand in a category nobody talks about out loud.
What we ran
- Brand awarenessCampaigns aimed at the patient and at the clinician who recommends the product.
- Education videoFive films with a urology nurse on camera, made for the brand and used in clinic.
- Advertising campaignsPaid placement against the procedure and the condition, not only the brand name.
- SEOWebsite and content built around the questions patients type in private.
This is a prescription medical product. Every line on the page, in the ad and on screen sits inside the approved language, and it was cleared before it ran.
What they needed
Cathejell is a prescription lubricating gel used for catheterization, sold in Canada by BioSyent Pharma. The people who need it are patients learning to catheterize themselves at home, and the nurses who teach them. Very little about a prescription product can be said freely, and this is a subject patients are too embarrassed to ask about. The brand had to be findable for the questions people type in private, and it had to answer them properly once they arrived.
What we did
- Website SEO built around the procedure questions patients search, not only the brand name
- Brand awareness advertising aimed at patients and at the clinicians who recommend the product
- Five patient education films with a urology nurse on camera
- Scripts, claims and on screen text cleared through medical and regulatory review before the shoot, not after the edit
- Direction, filming, editing, captions and end cards
What changed
- The films were taken up by the Urology Nurses of Canada and are published on their channel, which puts the brand in front of the clinicians who teach the procedure
- Patients can find step by step instruction from the brand instead of from a forum thread
- The brand is present for the procedure searches people actually make, not only for its own name
- One shoot produced a library the brand, the clinic and the association can all use
- Reporting delivered every month from 2021 through to 2023, so the brand team always knew what was worked on
Why it was hard
Everything on screen is a claim. A nurse demonstrating a prescription product has to be right about the procedure, right about the product, and inside what the brand is allowed to say. That gets agreed before anyone books a studio.
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Book your free 15 minute callThe films
Five films, one procedure.
Produced for Cathejell and published on the Urology Nurses of Canada channel.
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