Menopause is one of the most significant health milestones women experience, yet it remains misunderstood and stigmatized. 70% of women do not recognize their symptoms as menopause-related, and most can only identify fewer than three of the 48+ possible symptoms. Even when recognized, stigma and misinformation often prevent action.
The pretty new and fast-growing space has historically failed to provide well-evidenced education and credible support, relying on either functional product claims or superficial “menowashing.” Bayer set out to change this by creating not just another product launch, but a digital-first ecosystem that could transform menopause from a confusing “black box” into a well-lit, navigable, and empowering journey.
At its center sits the ‘CanesMeno Hub’ - a free digital platform offering:
- Assessment and signs tracking across 48+ possible symptoms.
- Personalized educational content tailored to physical, emotional, and lifestyle needs.
- Expert guidance to break taboos and provide credible advice, including an exclusive Comprehensive ‘M-Powerment’ wellness programme by certified professional coach, Karen Heras-Kelly.
- Integrated solutions linking to CanesMeno’s range of scientifically formulated products as part of a holistic approach.
Every touchpoint - from DRTV on ITV, Channel 4, and Sky, to YouTube, Amazon Prime, TikTok, Meta, Boots activations - carried QR codes and direct links, turning awareness into measurable participation with the Hub.
This was the first time Bayer Consumer Health placed a digital hub, rather than the product itself, at the center of its launch. Within a few weeks, the approach delivered measurable results, with thousands of downloads and strong repeat engagement, proving that digital could serve as the lead driver of behavior change in healthcare marketing.
Objectives
Our objectives were designed to demonstrate that digital could become the primary driver of impact in an OTC healthcare launch.
- Consumer: Reach women at scale, converting passive awareness into active Hub engagement.
- Experience & Model: Provide a personalized digital journey that connects assessment, tracking, education, and solutions.
- Commercial: Use the Hub as a differentiator to accelerate sell-in and secure early listings across UK pharmacy and grocery.
- Brand: Position Bayer as the credible leader in women’s health, showcasing its science-led innovation that integrates digital, product, and healthcare professional expertise into a single consumer-centric ecosystem.
Innovative Features
The CanesMeno Hub introduced several innovations rarely seen in OTC healthcare marketing:
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- Hub-first strategy: For the first time in Bayer’s OTC history, a digital platform was built by Bayer from scratch and placed at the center of a launch. All media channels were designed to drive audiences into the Hub as the primary call-to-action.
- Seamless integration across touchpoints: From DRTV to Instagram reels, every execution linked directly into the Hub, turning mass awareness into measurable digital participation.
- Personalisation at scale: The Hub acknowledged that no two menopause journeys are the same, offering tailored symptom tracking, educational content, and expert guidance to meet individual needs.
- Consumer and HCP bridge: The ecosystem serves women various tools, guides, consultancy, and HCP content contribution from KOLs including British Menopause Society members and others to create a grounded holistic model of support.
- Empowering tone of voice: In contrast to the functional and clinical tone typical of the category, the Hub adopted a supportive, relatable voice that built trust and encouraged engagement.
- First Use of Lifecycle CRM and CDP in an OTC Health Launch: For the first time, we implemented a Lifecycle CRM (Customer Relationship Management) journey layered with a Customer Data Platform (CDP). CRM has been integrated to drive engaged users in the Hub. The email plan was carefully designed to guide and motivate users at every stage of their journey — from the moment they registered, through to sustained and meaningful engagement with the Hub. Email was selected as the primary channel for CRM activity due to its effectiveness as a personal, targeted, and measurable medium. It provides the ideal means to nurture new registrants, first by prompting them to complete a questionnaire, and then by encouraging them to return regularly to log symptoms and explore available resources, including our holistic coaching programme. The campaign aims to support ongoing engagement, ultimately building a habit of interacting with the Hub’s valuable tools and content.
- Full-Funnel App Marketing Model: This was not a siloed performance campaign—it was a tightly integrated ecosystem spanning awareness to retention. Universal app campaigns supported installs, while CRM and content personalization supported long-term value. We designed creative assets tailored and bespoke to each activity within our full funnel plan, ensuring that the right message was being delivered to consumers at the right time on their journey.
Evidence that the campaign was effective
Adoption and engagement
- Within two weeks of launch, we saw thousands of downloads of the ‘CanesMeno Hub’ app (Apple Store), delivering a high cost per install (CPI) on Google Play, well below the forecast and below the industry benchmark.
- Engagement was sustained, with strong average session times and repeat visits demonstrating deeper interaction.
- Our CRM activity shows promising signs in its early stages with an open rate of 43.65%, above industry benchmark and a click rate of 4.22%.
Creative validation
- Meno Milestone creative testing with 300 peri- and post-menopausal women achieved an 89% positive impression, significantly outperforming benchmarks on likeability, credibility, and relevance.
Commercial impact
- Retailers highlighted the Hub as a differentiator that validated consumer demand.
Consumer response
- Products received highly positive reviews online: CanesMeno Hydration & Comfort Gel rated 4.7/5 on Amazon, with strong endorsements on Boots.com.
Summary
The CanesMeno Hub has established a new model for digital in OTC healthcare. By placing a digital hub at the center of the launch and integrating it seamlessly across channels, Bayer delivered measurable adoption, commercial success, and cultural impact - setting a benchmark for innovation in healthcare marketing.
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