Finalist
Launching a Game-Changing Men’s Health Start-up – Ted’s Health
Summary of work
Testosterone deficiency (TD) is a growing men’s health issue that is not receiving the attention or recognition it needs. The condition has wide-ranging physical and mental symptoms whilst being associated with increased cardiovascular risk and type 2 diabetes. In 2022, Ted’s Health – a digitallyled start-up on a mission to offer medicallybacked and regulated support for men with TD – approached Hanover to assist with its official launch. Our brief was to build awareness of its services, but also, and importantly, shift the narrative on TD and testosterone replacement therapy (TRT), highlighting its impact on men’s overall health. Our strategy involved tapping into men’s existing conversations around TD to hone Ted’s Health’s target audience, raising awareness of TD amongst target media and finally leveraging powerful patient case studies and a celebrity ambassador, Sir Steve Redgrave, to normalise TD and empower men to address their own health. Results were outstanding – over 34 articles were placed over the course of the campaign generating a reach over 680 million. Importantly, the number of men accessing support around TD increased with 1:1 patient consultations reaching over 100 men. Feedback from men accessing the service described it as “life-changing”.
Judges’ comments
Hanover Communications and Ted’s Health’s entry had a really strong, strategy rooted in excellent insights. It was great at demonstrating business impact and it was good to see a longer-term plan. The entry had clear insights, it was succinct and tangible.
