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Business Situation

A healthcare services company providing patient education in physcian offices and exam rooms via sponsor-supported digital screens programming and patient handouts needed a new Web presence to educate customers and drive new business leads with their pharmaceutical manufacturer target audience.

Strategy

Developed a content-driven business-to-business information portal for the company that incorporated articles, whitepapers, case studies, Flash demo loops and Web 2.0 content like podcasts, RSS feeds and streaming video.

Results

The comprehensive business-to-business Web site now acts as the primary pull-through vehicle supporting all marketing outreach initiatives. Since its launch, the site and the marketing initiatives that feed into it continue to bring in increasing numbers of qualified leads both for pharmaceutical manufacturer sponsorship and physician enrollment.