www.CoughAndColdAdvice.com  Consumer Healthcare Brand leaders of winter ailment medicines Site Objectives: To provide a comprehensive information resource and education tool for consumers and healthcare professionals To facilitate collection of target audience details for use in CRM activities To provide info on primarily Benylin and Sudafed brands, allowing room for promotion of new products The Concept One-stop shop, information resource dedicated to winter ailments Providing authoritative and supportive information on winter ailments Contained a mixture of reliable information, and value added content / features.
Interactive features: Cold and Flu Alert The purpose of the application is to forewarn consumers about incidents of cold and flu. Developed in Flash, the map indicates the levels of cold and flu across the country, using colours icons to indicate low, through to severe levels. The application is fed the data from the Flu Advisory Network (FAN) which has proved to be 83% accurate in the UK. Consumers also have the option to register to have this information emailed to their virtual door. Launching the Site - Right from the start The site itself was a new concept and very much an unknown quantity, so a number of integrated marketing methods were deployed to raise awareness of the site and it's contents, and of course to drive traffic to it - for example SEARCH ENGINE OPTIMISATION - After analysing the site contents / key words and positioning in the market place, an SEO campaign was implemented. BANNER ADVERTISING - From Day 1 we organised the placement of banner ads with a number of high profile target audience websites, such as Ivillage, Lycos, ThisMorning and GMTV. EDITORIAL COMPETITIONS - Employment of an editorial competition campaign that ran on 10 target AUDIENCE WEBSITES - The partner sites included properties such as Virgin.net, Waitrose.com, LivingTV.co.uk. COMPETITION DIRECTORIES - Registering the competition with competition indexes such as Loquax, UKPrizes and Win On the Web. Results In its debut month of being online, the site received over 11,000 user sessions, which jumped to a staggering 35,000 in the following month. The site continued to receive a high volume of traffic. The site received 3000 registered users in the first month - the majority of these found out about the site via the online promotions. The banner campaign proved very successful and provided an average click through rate of 1.11%, well above the UK industry average of 0.2% (Source: Durand & Associates, 2001)