Name of company/client owning product/campaign: Pharmacia Consumer Health

Year launched:2001

Type of media: Website

Agency producing product/campaign:Medical Broadcast Company/Digitas Health

Team members:
Alexandra vonPlato – Executive Creative Director
Mark Nolan – Creative Director
Robby Garfinkel – Art Director
Phil DiGuilio – Designer
Tom Mullins – Copywriter
Steve Cleff – Information Architect
Michelle Kinsman – Project Management Supervisor
Steven Chiles – Account Executive

Goals of product/campaign:

  • Convert interested men and women into Rogaine users through a content strategy or science and st
  • Inspire registration into Rogaine Results, an eCRM program designed to improve customer satisfaction and loyalty
  • Motivate enrollment and product purchase through Rogaine Direct, the first direct-to-payment e-commerce site for an OTC product

Description of product/campaign: Rogaine was the first topical OTC product proven to regrow hair. The goal of this assignment was to create a master brand site for both the Men and Women’s Rogaine, to refresh the brand and create content for consumers who were considering trying Rogaine. Two important components of the site were a CRM Program called Rogaine Results designed to support proper usage and manage consumer expectations over the two months of use required before visible results, and Rogaine Direct, the first online direct-to-patient purchasing option for an OTC brand that was meant to blunt the market growth of pharmacy-branded minoxidil treatments available in store.

What made this a special product/campaign: The online version of Rogaine Results was one of the first adherence eCRM programs developed to support proper product use and manage consumer expectations during early treatment. Fifty percent of Rogaine Results registered members, who engaged with the program for two months, used Rogaine twice as long (four months) as opposed to Rogaine users who were not part of the program. Rogaine Direct was the first pharma sponsored e-commerce site for direct-to-patient purchase and fulfillment of product.