The Physician’s Internet Tutorial

Goals of Product/Campaign

• Use the “borrowed interest” of the Internet to provide disease and brand messages
• Help physicians better understand the value of the Internet for clinical research and education
• Drive attendance at an annual medical meeting”

What Made it Special

Developed in 1996 when clients were wary about the value and regulatory environment of the Internet, this program managed to gain huge physician adoption without actually creating a website. Rather, we taught physicians how to use the Internet, and in so doing showed them how to do research on topics of importance to our client. We also created a customized online experience in a way that was valuable to physicians while providing a unique communications channel for our client.