eMedTV.com was an independent website created by Clinaero, Inc. that provided original health information content, tools, and services to improve visitors’ understanding and management of their personal health concerns. At its peak, eMedTV serviced over 5 million unique visitors each month.

As Senior Digital Producer, I was personally responsible for the design and content production of more than twenty sponsored resource centers that delivered in-depth content about a wide range of health topics. These resource centers were highly effective at engaging and educating our clients’ target audiences while increasing brand exposure and affinity.

Some of the most successful resource centers included:

ALL ABOUT BIRTH CONTROL

We were tasked by an ad agency to increase brand exposure for a major pharmaceutical company’s patented birth control pill (Seasonique). The marketing and ad strategy needed to boost usage among the target audience while cementing the brand’s place in the minds of current consumers.

The solution included a precisely targeted resource center comprised of birth control tips, videos, articles and expert Q&As with doctors and pharmacists. A single-advertiser within the resource center provided for focused brand exposure without clutter or competition.

Tips and slideshows combined with compelling visuals helped the client engage with authority and left an impression on their audience.

UNDERSTANDING ALLERGIES

The market for allergy sufferers is ultra-competitive; once consumers choose an allergy medicine they are hard to sway to a new brand. Our challenge was to build brand affinity, the number one decider in purchase considerations.

We created an in-depth video series on allergies with content covering a wide variety of topics. Pre-roll video ads featured on each page along with banner advertising for increased exposure.

The combination of appealing aesthetics and in-depth resources is an approach that consistently nets big results - this time was no exception.

EMERGENCY CONTRACEPTION 101

When a prescription medication gets OTC-approval from the FDA, it’s kind of a big deal. To generate awareness of the product among our client’s target audience we settled on an information-first branding approach to build credibility and trust.

My solution was the “Breathe: Emergency Contraception 101” campaign.

Without shame or judgment our content campaign sought to educate and empower women between 17 and 34 years old who were in search of information on emergency contraception. Visually engaging tips provide reassurance and quick information to educate visitors on the immediate considerations regarding emergency contraception. Videos and articles allow for more in-depth information while dispelling some of the most common myths and misconceptions about emergency contraception.

ALL ABOUT FIBROMYALGIA

Marketing for a major pharmaceutical company requires content and branding that will break through the clutter of misinformation and excessive advertising. Our client’s primary goal was to raise awareness of their medication (LYRICA®) and it’s use in alleviating pain for fibromyalgia sufferers.

As is often the case, the best strategy to fulfill our client’s needs was content marketing. With our team of content developers I crafted a high-quality resource center with expert articles and concise, informative videos.

WEIGHT LOSS

When our client launched a new medication they needed to showcase it as the best choice for patients’ weight-loss goals. The challenge was to raise awareness of how the product would improve a patient’s quality of life and to stand apart from the many competitors in the market.

Pharmaceutical advertising is one of the toughest challenges for creatives. We focused on building trust through authority, combining advice from doctors with compelling visuals to engage the audience.

The end result was a precisely targeted resource center which includes weight-loss tips, videos, articles, slideshows and Expert Q&As with doctors and pharmacists. The solution provides information quickly and with visual appeal while offering in-depth resources for further exploration.

INSULIN THERAPY AND YOU

Brand loyalty among diabetic pharmaceutical users is often intense and difficult to influence. When our ad agency client needed to generate attention about their innovative insulin injection product (Humalog®), we used a combination of distinct branding and compelling content to connect with the audience.

Expert articles and engaging visuals helped the agency position the client’s product as a way to easily incorporate meal-time insulin into their lives. By providing a solution unique from most other pharmaceutical advertising, the client can make lasting impressions for long-term engagement.