BELpREG: The Growth Strategy

BELpREG is a research project at the pharmacy faculty of the prestigious Belgian University KULeuven that uses different questionnaires to test the use of medication by pregnant women. No guinea pigs, just questionnaires.

 WHAT WE DID

We started with a full SEO optimization of the website. By carrying out these optimizations, women with questions about medication can visit BELpREG’s website. Using a list of clearly defined keywords, we were able to rewrite the texts and focus more on the search queries of pregnant women. Of course, we also went to work on the back-end of the website to get all the underlying necessities of SEO order as well.

On the website, was fully optimized, we started planning the social media channels Facebook and Instagram. Here, we posted weekly tips on medication use during pregnancy, debunked myths and, of course, called on women to participate in questionnaires. After a few weeks, we determined the keys to success on both Facebook and Instagram and saw engagement and traffic to the website increase. That was the turning point to start using social advertising. For this, we composed a clear target group based on interests, the users of the website and social media channels and look-a-like audiences. Once we had launched these ads, engagement and traffic to the website doubled and participation in the questionnaires even tripled.

In addition to the social media strategy, we work with influencers, midwife practices and press relations to raise BELpREG’s profile even more. By combining these marketing strategies, we reach more pregnant women at different stages of their pregnancy.

CHALLENGES

By getting the questionnaires to the right target group, the Flemish pregnant women, we had to set up a clear strategy of mixed media usage and agreed on challenging KPIs at the start of this project.

Based on a strategy meeting with the client itself, we set clear goals from which we at youEngine built a strong communication plan. By continuing to follow this plan every month, we are reaching more and more pregnant women and seeing our results grow faster.

WHAT OUR CLIENT GOT

In the last quarter of 2023, questionnaire participation increased by more than 300%. Of these participations, more than 40% also effectively completed the first questionnaire. These are good results that we will continue to pursue in 2024.

In 2024, they will roll out their website in French and English to reach all of Belgium. The more pregnant women participate in this survey, the better we can help the mums of tommorow.