WebMD

Objectives

  • Introduce and launch Intergy EHR (electronic health records) a major new product line without alienating long-term existing customers
Strategies
  • Develop a fully integrated marketing communications campaign encompassing PR, advertising and marketing to simultaneously excite the base to upgrade to the new product and to stimulate new customers to buy 
  • Create all marketing material to support the launch including:
    • PR and media materials
    • Advertising and creative
    • Collateral materials
    • Direct marketing
    • Website redesign
    • Interactive marketing 
Results 
  • Managed client’s trade show marketing, including product demos
  • Conducted interviews will all key trade media and analysts
  • Placed trade ads in key media to excite the base and new customers
  • Developed case studies on existing customers that upgraded