How Superdrug Online Doctor grew non-brand search impressions by 167%
Services
CHALLENGE
Superdrug Online Doctor wanted to strengthen its authority in sexual health while increasing visibility and conversions for high-value services including STI testing and erectile dysfunction treatments.
The category presented a difficult search and communications challenge. Sensitive health topics face intense competition, media fatigue and a high requirement for credible, medically accurate information.
Brave Bison needed to connect digital PR, SEO and content strategy to build authority around important health topics while creating stronger journeys from informational content to high-converting product pages.
SOLUTION
Brave Bison developed an audience-led Organic Performance strategy combining original research, expert commentary, digital PR and on-site content optimisation.
Consumer attitudes, media coverage and health data informed two major activations: Intimacy Ally, exploring barriers around intimacy, and the STI Risk Tracker, helping people understand sexual health risks in their local area.
Alongside PR activity, we optimised five high-value guide pages, updating medical references, improving UX and calls to action, and repositioning product widgets to create clearer journeys from information to treatment.
Our always-on digital PR and Organic Performance activity generated 329 coverage items, increased non-brand impressions by 167% and grew non-brand clicks by 69%.