The Institute of Osteopathy
Raising awareness and bookings for the UK’s largest body of osteopaths.
Despite offering pain relief and a better quality of life to thousands across the UK, osteopaths often struggle with public awareness, with large portions of the UK still unaware what it is they even do.
That’s why the Institute of Osteopathy (iO), a professional membership body supporting 70% of osteopaths in the UK, approached us to help them raise consumer awareness and drive new bookings.
The campaign would need to not only cut through the saturated health and wellness space, but also clearly deliver key messages around what an osteopath can offer: a drug-free alternative to prescription painkillers.
Before we could do anything, however, we needed to understand who we were talking to, their pain points, their perceptions and barriers to visiting an osteopath.
Informed by extensive market research, we developed detailed personas for these various audiences, which were then used to strategise, develop and deliver personalised consumer campaigns that showed potential clients that their problems were truly seen and acknowledged.
We did this working closely alongside the iO’s stakeholders and internal teams, and it was this constant collaboration that meant we were able to understand and respond to our client, their priorities, their values and the message they wanted to convey perfectly throughout the campaign.
Taking inspiration from political dialogue generated by the approaching general election, we developed ‘Freedom of Movement’ – a campaign starting a much-needed conversation with an audience who may have never considered visiting an osteopath.
With this new creative platform, we were able to create messaging that removed some of the confusion around what an osteopath does, and educated both the public and potential members on the importance of the iO.
To optimise the effectiveness of the campaign, we employed an agile test-and-learn strategy to ensure we were always pushing the best-performing assets and messaging to our audience for maximum impact.
“The AUK team spent time getting to understand us as a client, what’s important to us and what we are trying to achieve. From developing strategic brand vision to delivering creative and results driven campaigns, we always felt they kept our core objectives in mind.”
Katie Griffiths
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