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Pharmacist e-Link
After conducting audience research on pharmacists, we uncovered an opportunity to be the online provider of pharmacist resources and education. Additionally, we discovered that pharma companies had eliminated pharmacists as a marketing target as the cost to reach them was unaffordable. We developed Pharmacist e-Link, as the branded Web site that linked pharmacists to the information and resources they were seeking- plus link Pharma companies to pharmacists.
The brand was positioned to pharmacists in the context of "How to Succeed" in a rapidly changing marketplace. We designed the logo to communicate a forward-looking, always available resource to keep pharmacists on top of changes and information in the healthcare industry. We created marketing communications targeted to recruiting pharmacists as well as corporate sponsors. We implemented the brand awareness campaign using an integrated marketing approach of print advertising, direct mail, public relations, sales promotion, fax blast, e-mail, e-newsletter, publicity and trade shows. In six months we registered over 35,000 pharmacists.
The separate sponsor campaign was created using print ads, brochures, sales collateral, media guides, direct mail and trade show materials. To date we have 17 corporate sponsors.
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