THE CHALLENGE

Chronic Rhinosinusitis with Nasal Polyps (CRSwNP) is a condition marked by a range of symptoms, including a runny nose, pain, loss of smell and taste and sleep disorders. Despite its prevalence, many people are unaware that they suffer from CRSwNP, making diagnosis and management a significant challenge.

As a brand that chases the miracles of science to improve people's lives, Sanofi wanted to create a comprehensive website that shared practical ways to lead an active life with nasal polyps. Sanofi aimed to inform patients about the condition and offer practical advice on managing it, all while making the site discoverable to those seeking information.

THE STRATEGY

We established a data-driven approach, beginning with an in-depth keyword audit to understand user search behavior, relevant queries and existing competition.

Then, we structured this data into keyword clusters, guiding the development of specific content pages. We based our ongoing SEO efforts on real-time data from Google Search Console to refine and improve the website's visibility. 

This foundation led to the creation of “New Start for the Nose” – an initiative to raise awareness of CRSwNP and help patients lead an active life with nasal polyps.

THE EXECUTION

With a thoughtful content architecture, we created a logical site structure based on keyword clusters to ensure comprehensive coverage of relevant topics related to nasal polyps. We focused on user experience, providing easy navigation and accessibility of information.

We created engaging, SEO-optimized content that addressed user needs, answered common questions about CRSwNP and provided practical, actionable advice. The content not only informed but also encouraged users to seek further medical consultation, offering the support they needed to take control of their condition.

We successfully created a central hub for patients to learn more about the disease and possible treatment options, sharing information such as:

• About 11% of Europeans suffer from chronic inflammation in the nose and sinuses. (CRS)
• 20% of patients are also affected by nasal polyps. (CRSwNP)
• 90% of those affected by CRSwNP experience an impairment of their sense of smell and taste.

THE OUTCOME

From the outset, we implemented a robust SEO strategy and equipped the site with advanced monitoring tools to track performance and make precise, data-driven adjustments.

The website launch exceeded expectations, with notable results:

• Traffic Growth: Within the first five months, the site attracted over 1,000 visitors per month shortly after launch, increasing to 11,000 monthly visitors through organic search, as per the latest reports.
• User Engagement: The structured, informative content and user-friendly design significantly improved user engagement and satisfaction.
• Visibility and Reach: The strong SEO strategy ensured high visibility in search engine results, helping to reach the target audience effectively.

The project demonstrated the power of a data-driven approach in creating a user-centric platform that educates and supports individuals living with nasal polyps, ultimately enhancing their quality of life.