Zadro has worked with the Australian Traditional-Medicine Society (ATMS) on Natural Medicine Week since its inception in 2016 and each year strive to add new elements and grow the campaign awareness.
Natural Medicine Week 2023 was the most successful year ever with a huge social media outreach, and virtual events held by practitioners from all over Australia!
OBJECTIVES
- To increase awareness of the natural medicine industry and the benefits of natural medicine
- To promote accredited practitioners to the public across ingestive therapies, bodywork & massage, and Chinese medicine
- To share healthy tips and recipes
- To engage government in a conversation about the significance of natural medicine
STRATEGY
- Zadro created and introduced the ‘A-Z of Natural Medicine’ in 2023 to showcase all the varied aspects of natural medicine
- After successfully creating an Ambassador Program in 2021, this has continued and in 2023, there were 33 Ambassadors who were asked to contribute:
- Events
- Blogs
- Recipes
- Videos
- A digital advertising campaign was developed with WellBeing Magazine
- Natural Medicine Week was promoted via naturalmedicineweek.com.au, member EDMs, social media, advertising, consumer email newsletters, events, government and media relations
- The website was updated with new search tools to provide better functionality and a smoother user experience
- Search Engine Marketing (SEM) was utilised in April and May for additional reach and traction
RESULTS
- The reach and engagement of Natural Medicine Week has grown year-on-year
- Approximately 6,000+ consumers registered for 55 digital events
- 190,227 people engaged with Natural Medicine Week across digital channels through likes, comments, clicks and shares
- Total reach is estimated at 1 million people increasing from an estimated 1.2 million in 2016
- 6 million people were reached via social media
- Overall digital reach was 28% higher in 2023 than 2022
- The Natural Medicine Week website recorded 82,590 website visits by 14,541 unique visitors
- 114 new recipes and blogs were added to the website
- The bounce rate on the website reduced from 4% to 3%
