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:

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.