With so many consumers and physicians headed online for health information, digital marketing has truly changed the playing field for pharmaceutical marketers. The opportunities to reach and connect with target audiences are numerous; using tactics like interactive promotion marketers are catapulting their digital marketing with acquisition, engagement and loyalty strategies. Whether it’s to build consumer databases and opt-ins or increase engagement with product websites, interactive promotion helps build long lasting, profitable relationships. Here are just a few examples.
TYLENOL - BETTER BODY SWEEPSTAKES
When the makers of Tylenol needed to deliver health-related content, they turned to online video to help get the message across. As a special feature on AOL Health, Tylenol launched the Better Body, Better Living section which used video to deliver health tips. Sharing information on everything from how to help a backache to how to get fit, the feature aimed to promote a holistic approach to living and well-being. A sweepstakes offering the chance to win four prize packs was also used to further engage and reward visitors to the site.
ORTHO TRI-CYCLEN LO - FIRST LOOK TOTE DESIGN CONTEST
Ortho McNeil Pharmaceutical needed to re-fresh branding for their ORTHO TRI-CYCLEN LO birth control pill in a fun and energetic way. They brought in an interactive website feature -- build your own personal tote – to provide an engaging alternative to an information website. Consumers gained access to the site via advertised links on product and in-store materials. Upon registration, visitors customized their own tote using the available design tools. Registrants were given the opportunity to rate all the tote designs submitted during a voting period. The first 5,000 entrants had the option to receive a free tote with the winning design.
O2OPTIX - EYES ON THE PRIZE SWEEPSTAKES
As a special feature to AOL Sports media programming called Visionary Plays, CIBA Vision invited consumers to test their vision with a compelling online promotion. Consumers gained access to the site via promotional banners on the AOL network and could play a series of puzzle games which earned them an entry into a sweepstakes contest. Players were up for a chance to win an exciting Grand Prize, plus one of ten daily sweepstakes prizes to help them see the world in a whole new way.
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