Best Branded Website for Consumers

Share this article:

Recognizes excellence for websites targeted at consumers, promoting specific branded products and services (

Sponsored by Publicis Healthcare Communications Group


• Intouch Solutions and Bayer HealthCare Pharmaceuticals for (brand: Kogenate FS)

• Klick Health and Acorda Therapeutics for

• RTC Relationship Marketing and Biogen Idec for (brand: Tysabri)

• Saatchi & Saatchi Wellness and Chattem for

• The CementBloc and Salix Pharmaceuticals for

Saatchi & Saatchi Wellness and Chattem

The agency explained that increasing private-label penetration challenged Allegra OTC, and it was battling Zyrtec for the number two spot in the category behind Claritin. Objectives include acquiring users, generating trial, and retaining current users.

“We are in a ‘game of inches,' where every share point is hard earned,” the agency said.

Promotion is integrated across the website, online advertising, mobile, CRM, and social engagement. The site, which is well designed and easy to use, provides educational information, including product comparison tools. It further supports visitors with games and daily-use tools, such as a pollen forecaster.

“Good balance of engagement and message conveyance,” said one judge. “Great optimization across desktop, tablet and smartphone.”

The agency noted that coupons and offers are effective in enticing people to try Allegra and in narrowing the price gap with private label. Rewarding customer loyalty also gives allergy sufferers incentive to stay with the brand. Selective digital couponing has helped acquire new customers, and compel existing customers to purchase again.

“This website effectively balances promotional objectives and educational value,” said a second judge. “Its imagery is engaging, and its navigational schema is easy to engage.”

Outstanding results were driven on a budget of about $2 million. Website visits for 2012 were up 4% over 2011 to 2 million.

Klick Health and Acorda Therapeutics consumer site gives MS patients with walking issues the feeling of walking through the site. A “can do” tone and customized support help visitors feel empowered. “The site clearly demonstrates the product benefit,” said one judge.

Results included nearly 236,000 unique visitors and 9,370 new unique eCRM registrations.

Publicis Healthcare Communications Group (PHCG) is the world's largest health-oriented agency network. A division of Publicis Groupe, PHCG manages top-tier agencies specializing in promoting innovative solutions in advertising, medical education, sales and marketing, digital, market access, and medical and scientific affairs. PHCG's global brands are Saatchi & Saatchi Health, Publicis Life Brands, Digitas Health, Razorfish Healthware, Discovery, Medicus International, Publicis Health Media, and Publicis Touchpoint Solutions.

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders

Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.