Situation: Quizative, the AOR for Jamieson Vitamins, was looking for an entry point into the US supplement market. Targeting niche consumer groups is an ideal online strategy. Gluten-free and digestive health were key targets. To launch the program, joint venture partnerships were set up with the National Foundation for Celiac Awareness and the IBS Group. Online promotion with adwords, key digestive health bloggers and a teleseminar featuring Dr. Daniel Leffler and dietitian Shelly Case garnered instant credentials and website visits.
Impact: Foundation database developed, positive profile for Jamieson supplements, online PR supplemented database reach of over 250,000 gluten-free and IBS consumers in North America.
Situation: riceworks implemented a quantitative research program with gluten-free consumers. Within the research program, myths associated with celiac disease were confirmed. Dietitian Shelley Case then developed a Celiac 101 program and consumers and health professionals were invited to attend to learn more about celiac disease.
Impact: Over 500 consumers participated in the inaugural event which lasted for over 1 1/2 hours over the Internet. The following day bloggers sent out the workshop notes and audio recordings to over 250,000 consumers in North America.
Situation: Riceworks is a gluten-free snack, but was launched in North America for general consumer use. The Gluten-Free Agency was asked to develop an integrated strategy for all marketing activities with the celiac community. The online program included articles, website optimization, audio postcards, online banner ads, and teleseminars to develop the relationship with prospects and customers.
Response has been terrific, with Public Relations activities generating up to 178,000 click-thrus in one day. Dr. Leffler and dietitian Shelly Case obtained over 1,000 registrants for their online teleseminar and provided the foundational platform for a database which grew to over 45,000 gluten-free consumers.
Situation: Glutenpro is the only in-home testing kit for assessing the likelihood of celiac disease. They had a need to reach the pharmacy community to assist in educating a target group about a disease where medications do not exist. Dr. Daniel Leffler is the Director of Clinical Research and also a founding member of the Celiac Centre at Beth Israel Deaconess Medical Centre, in Boston MA. He was invited as a guest speaker at a webinar. Over 1,000 pharmacists registered and attended. A multistage integrated approach was used in the webinar’s promotion and follow-up. Pharmacy Business promoted it in print and online to its pharmacist database. Audio postcards and emails completed the program outreach. Follow-ups with links and press releases rounded out the program’s media support.
Impact: Pharmacy Business and Gluten Pro were viewed by pharmacists as being innovative in their educational approach. Over 1,000 pharmacists attended the program. Online public relations followed up and awareness generated assisted Glutenpro in its pharmacy distribution efforts.