Practical Marketing Strategies for Successful Overdose Prevention Campaigns

This session will demonstrate how practical marketing strategies for successful campaigns begin with 1) understanding the importance of paid media, and the role it plays in the success of a campaign; 2) identifying the best approach to disseminate paid media throughout a campaign; 3) evaluating the effectiveness of a campaign once it’s launched to optimize your campaign. The Centers for Disease Control and Prevention (CDC) effectively implemented the Rx Awareness and Stop Overdose campaigns through a marketing approach that emphasizes the importance of paid media planning and buying, partnerships, and lessons learned from best practices. Using a customized marketing strategy driven by insights and research, CDC was able to successfully reach demographics in key high-risk communities and to maximize message dissemination across a variety of platforms. Strategic tactics executed for these drug overdose prevention campaigns resulted in above benchmark metrics, including increases in click-through rates and higher performance of responsive ads.