Thyroid Talks Award-Winning Conversion-Focused Campaign
Merck Group is one of the world’s leading pharmaceutical companies, committed to improving health through science and innovation. Focused on patient education, Merck strives to raise awareness about conditions within its therapeutic areas, including hypothyroidism.
But awareness alone isn’t enough, driving people to take action is what truly creates impact.
That’s why Thyroid Talks was created, a conversion-focused, patient-centric digital campaign launched across KSA, the UAE, Oman, and Yemen in collaboration with Merck Group.
Brief
The campaign’s goal was to raise awareness about hypothyroidism and its often-overlooked symptoms, such as infertility, depression, and hair loss, while encouraging at-risk individuals to complete a digital self-assessment questionnaire.
In the UAE, the initiative extended further by enabling users to book appointments with healthcare professionals, promoting early diagnosis and timely medical intervention.
Solution
Eureka Digital led the campaign end-to-end, ensuring every stage, from awareness to conversion, was driven by strategy, creativity, and performance.
We were responsible for:
- Overall digital marketing strategy: Mapping the full patient journey to define who to target, where they interact, what message drives action, and how to deliver it effectively across platforms.
- Content creation: Developing engaging, informative content tailored to the target audience.
- Community management: Ensuring active engagement and responding to inquiries.
- Video production: Creating relatable and educational videos to drive awareness.
- Media planning & advertising: Running targeted digital campaigns to maximize reach and conversions.
Key Tactics:
1. Phase One – Awareness & Traffic Generation
Focused on educating the public and driving traffic to the symptom checker through engaging, localized content. With extensive A/B testing across creatives, platforms, and calls to action.
2. Phase Two – Conversion & Action
Designed to transform awareness into measurable outcomes by increasing completed tests and driving real health actions.
To ensure high engagement and relevance, the campaign focused on:
- A female-centered approach: Since women are significantly more prone to thyroid disorders, the campaign tailored its messaging to resonate with their concerns, symptoms, and lifestyle.
- Localized storytelling with Dr. Mofida: We introduced Dr. Mofida, a virtual endocrinologist who provides medical advice in a relatable, localized manner. She offers guidance for undiagnosed individuals, encouraging them to consult a doctor.
- Strategic digital targeting: Leveraging precision-driven ads to ensure the campaign reached those most at risk.
Results
- Reduced Cost per Acquisition (CPA) by approximately 93%
- Improved quality of website sessions and user intent
- Significantly increased the number of completed tests
- Maintained long-term campaign performance over 5 years across multiple countries
Global Recognition
This campaign was globally recognized with the Gold Award at the MarCom Awards 2025 for “Best Digital Health Awareness Campaign.”
“Proud to see this recognition!
A big thank you to the eureka digital team for the collaboration and dedication throughout the years — turning the Thyroid Awareness Campaign into a regional benchmark for meaningful, patient-centric impact. Congratulations to all of us on this well-deserved recognition!”
Mohamed El Maddah
Global Omnichannel Excellence Lead & Digital Lead Gulf Countries | Merck
