Name of company/client owning product/campaign: Roche Laboratories
Year launched: 1996
Type of media: Print/Live Workshops/CD-ROM/Hybrid Media
Agency producing product/campaign: IntraMed Educational Group
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 this a special product/campaign: 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.