Pfizer

With most media expenditure now directed to consumers, MediaCom set out to drive traffic to Pfizer’s new holistic and preventative health management website, morethanmedication.ca.

Using Print Measurement Bureau health clusters and MediaCom’s proprietary research, Canadians’= were segmented according to their attitudes towards health and well-being. Those most likely to visit the site were 35 and over, married with above-average education and income and children under 18. Health care practitioners made up a secondary target.

MediaCom reached out to these groups via television, magazines, web and out-of-home. The TV campaign launched on high-profile network programming, followed by spots on response-based specialty stations to drive to web. A six-page digest-size pull-out, tailored to the editorial content of nine different women’s service and family publications, was developed in partnership with Rogers Publishing.

The online campaign had to compel consumers to bookmark the site. The planning approach operated on a cost-per-click basis and included portal homepage placements, contextual/lifestyle placements targeting health content users, a viral campaign on video sharing and social networking sites and dynamic landing-page content aligned with ad content.

An extensive out-of-home strategy was rolled out in medical clinics, capturing consumers and health care practitioners in a health-focused mindset.

In the campaign’s first two months, almost 75,000 unique users visited the site, and homepage placements drove nearly 20,000 visits in just two days. 10% to 15% of visitors spent more than three minutes, consuming more than four pages per visit.