Case Study

Our campaign for Gout Awareness effectively drove more than 20,000 readers to the customized site.


The Gout Awareness campaign was sponsored by a clinical trial company aiming to raise awareness about this painful arthritis. The condition can lead to serious health repercussions, but is often wrongly dismissed as a result of poor lifestyle choices, and is sometimes even mistreated by doctors.  Thus, one of the client’s key goals was to encourage readers to seek proper treatment from a specialist.

Custom site

All of the content for the custom site was created by our in-house team.  To write the 10 articles, we interviewed more than 13 leading medical professionals—a mix between client-preferred sources and our own network of experts—including doctors from the Gout & Uric Acid Society, Arthritis Foundation, Mayo Clinic and American Academy of Family Physicians.  We included eye-catching images, call-out quotes and exit links to the client’s website and Facebook page.

News Feed

The News Feed was placed in rotation on USAToday.com’s News section. To maximize traffic, our web editors changed headlines in real-time, and despite the niche subject matter, managed to cover a wide range of topics—from diet and fitness to medical developments.  Our most popular headlines included: “Gout more painful than childbirth,” “NBA coach Maurice Cheeks defies gout stereotypes,” “4 foods to avoid to best manage your gout,” “Gout proved to be linked to silent killer” and many more.

Results

We successfully delivered a higher than 1% click-through rate on the News Feed and readers spent more than 2 minutes and 30 seconds with the content.  More than 8% of visitors clicked on exit links or sponsor ads. The client was happy with the content and its reception on their social network.  The success was covered by San Francisco Chronicle, Boston Globe, Newsday and many other news and digital advertising media outlets.

In just two weeks, on just 2 million impressions, more than 20,000 USA Today readers spent time learning about gout.   

The custom site

The site is a customized news site that engages readers with high quality editorial pertinent to your brand. All articles are produced by our web editors, who specialize in conveying your message in the way that earns the widest audience possible.


The Gout Awareness campaign was sponsored by a clinical trial company aiming to raise awareness about this painful arthritis. The condition can lead to serious health repercussions, but is often wrongly dismissed as a result of poor lifestyle choices, and is sometimes even mistreated by doctors.  Thus, one of the client’s key goals was to encourage readers to seek proper treatment from a specialist.

Custom site

All of the content for the custom site was created by our in-house team.  To write the 10 articles, we interviewed more than 13 leading medical professionals—a mix between client-preferred sources and our own network of experts—including doctors from the Gout & Uric Acid Society, Arthritis Foundation, Mayo Clinic and American Academy of Family Physicians.  We included eye-catching images, call-out quotes and exit links to the client’s website and Facebook page.

News Feed

The News Feed was placed in rotation on USAToday.com’s News section. To maximize traffic, our web editors changed headlines in real-time, and despite the niche subject matter, managed to cover a wide range of topics—from diet and fitness to medical developments.  Our most popular headlines included: “Gout more painful than childbirth,” “NBA coach Maurice Cheeks defies gout stereotypes,” “4 foods to avoid to best manage your gout,” “Gout proved to be linked to silent killer” and many more.

Results

We successfully delivered a higher than 1% click-through rate on the News Feed and readers spent more than 2 minutes and 30 seconds with the content.  More than 8% of visitors clicked on exit links or sponsor ads. The client was happy with the content and its reception on their social network.  The success was covered by San Francisco Chronicle, Boston Globe, Newsday and many other news and digital advertising media outlets.

In just two weeks, on just 2 million impressions, more than 20,000 USA Today readers spent time learning about gout.

The News Feed

Positioned on the most trusted news sites around the country, the News Feed’s headlines and images become part of the web reader’s natural editorial selection process, catching their interest and encouraging them to click-through to the custom site. Our technology allows our web editors to change content in real time to attract different interests–that’s why our News Feed has a higher-click through rate than any display advertising.


The Gout Awareness campaign was sponsored by a clinical trial company aiming to raise awareness about this painful arthritis. The condition can lead to serious health repercussions, but is often wrongly dismissed as a result of poor lifestyle choices, and is sometimes even mistreated by doctors.  Thus, one of the client’s key goals was to encourage readers to seek proper treatment from a specialist.

Custom site

All of the content for the custom site was created by our in-house team.  To write the 10 articles, we interviewed more than 13 leading medical professionals—a mix between client-preferred sources and our own network of experts—including doctors from the Gout & Uric Acid Society, Arthritis Foundation, Mayo Clinic and American Academy of Family Physicians.  We included eye-catching images, call-out quotes and exit links to the client’s website and Facebook page.

News Feed

The News Feed was placed in rotation on USAToday.com’s News section. To maximize traffic, our web editors changed headlines in real-time, and despite the niche subject matter, managed to cover a wide range of topics—from diet and fitness to medical developments.  Our most popular headlines included: “Gout more painful than childbirth,” “NBA coach Maurice Cheeks defies gout stereotypes,” “4 foods to avoid to best manage your gout,” “Gout proved to be linked to silent killer” and many more.

Results

We successfully delivered a higher than 1% click-through rate on the News Feed and readers spent more than 2 minutes and 30 seconds with the content.  More than 8% of visitors clicked on exit links or sponsor ads. The client was happy with the content and its reception on their social network.  The success was covered by San Francisco Chronicle, Boston Globe, Newsday and many other news and digital advertising media outlets.

In just two weeks, on just 2 million impressions, more than 20,000 USA Today readers spent time learning about gout.

The Results

Our model provides a higher click-through rate and higher reader engagement than display advertising. At the end of the campaign, you’ll receive a full report with valuable statistics including: clicks, impressions and views—total and by article; click-through rate; average time spent on each article; mobile visits; where your traffic is coming from; geographic region of user; unique vs. repeat visitors and more.


The Gout Awareness campaign was sponsored by a clinical trial company aiming to raise awareness about this painful arthritis. The condition can lead to serious health repercussions, but is often wrongly dismissed as a result of poor lifestyle choices, and is sometimes even mistreated by doctors.  Thus, one of the client’s key goals was to encourage readers to seek proper treatment from a specialist.

Custom site

All of the content for the custom site was created by our in-house team.  To write the 10 articles, we interviewed more than 13 leading medical professionals—a mix between client-preferred sources and our own network of experts—including doctors from the Gout & Uric Acid Society, Arthritis Foundation, Mayo Clinic and American Academy of Family Physicians.  We included eye-catching images, call-out quotes and exit links to the client’s website and Facebook page.

News Feed

The News Feed was placed in rotation on USAToday.com’s News section. To maximize traffic, our web editors changed headlines in real-time, and despite the niche subject matter, managed to cover a wide range of topics—from diet and fitness to medical developments.  Our most popular headlines included: “Gout more painful than childbirth,” “NBA coach Maurice Cheeks defies gout stereotypes,” “4 foods to avoid to best manage your gout,” “Gout proved to be linked to silent killer” and many more.

Results

We successfully delivered a higher than 1% click-through rate on the News Feed and readers spent more than 2 minutes and 30 seconds with the content.  More than 8% of visitors clicked on exit links or sponsor ads. The client was happy with the content and its reception on their social network.  The success was covered by San Francisco Chronicle, Boston Globe, Newsday and many other news and digital advertising media outlets.

In just two weeks, on just 2 million impressions, more than 20,000 USA Today readers spent time learning about gout.