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.

• 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.

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.

• 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)