By teaching seniors with arthritis and their families to use the vast resources of cyberspace, public affairs practitioners at Searle Corp. have been able to promote their new Web site and further their mission of educating the public on the disease.
Since the public education program started in September 1996, the Searle arthritis Web site (http://www.arthritisconnection.com), called the Better Living Spa, has been receiving about 32,000 hits a day and since its launch in October has about 500 registered users.
To expand its program, Searle joined up with SeniorNet, a non-profit organization that teaches adults over the age of 55 to benefit from computer technology to form a new campaign -- the Arthritis Connection. The Arthritis Connection will enable people with arthritis to harness the power of the Internet to cope with and managed their arthritis --America's No.1 crippling condition. Skokie-Ill.-based Searle is a global developer of pharmaceuticals and other healthcare services.
"Arthritis is one of our key areas but it is a very crowded field and one way for us to differentiate ourselves from the others is by encouraging patients empowerment -- giving people tools to manage their own care," said Pam Rasmussen, director of public affairs for Searle.
Before Searle became involved in the project, market research was done to realize the potential of using the Internet for marketing to seniors. For example, a 1995 survey by Frederick/Schneiders of Washington, D.C. of adults over 55 found that computer usage by them was up by 29 percent. Another survey conducted in 1995 for Packard Bell found that among all groups of PC owners, senior citizens were the most active users.
Searle's Web site cost $54,000 to create and costs about $6,000 a month to maintain. Regular costs include payments for freelance articles, new graphics and server fees.
While Rasmussen admitted that linking its Web site to actual drug purchases is almost impossible, she said the site will help the drug manufacturer in the long term when it needs to do market research.
"Once we get the database built up, we will be able to test out ads on actual arthritis patients and do market research via email," she said. "Using the Internet is just one of many ways we plan on reaching the public."
While all of the advertising and promotion for the Web site has been Web based, this year marketers plan on adding the Arthritis Connection URL to all of its arthritis drugs.
To capture the current market and encourage seniors with arthritis; their friends and family members, Searle officials sponsored:
A series of 10 workshops in conjunction with SeniorNet Learning Centers in major cities across the country to give seniors with arthritis interactive instruction on navigating the Internet for information and support in managing their arthritis.
The Arthritis Connection: A Guide To Taking Control of Your Healthcare through The Internet, a free Searle brochure available by calling tollfree 1-888-ARTHLINE.
The Better Living Spa, an online community developed by Searle to help people with arthritis live life to the fullest, located at http://www.arthritisconnection.com, offers advice from arthritis experts -- healthcare professionals and persons with arthritis --on daily living skills. Visitors can drop by different rooms, including:
- The Doctor's Corner for facts and tips on how people with arthritis can partner with their physicians to get the most out of their medical care.
-The Fitness Center for tips on practical, innovative ways to increase range of motion, strength and endurance and reduce pain in the process.
- The Juice Bar for facts and tips on how to improve diet, while taking the challenge out of meal planning and preparation.
- The Locker Room to learn practical, innovative ways to simplify the countless mundane tasks that must be done to get through the day.
(Searle, 888/278-4546, SeniorNet, 415/352-1210)
Web Site Strategies For Marketers
Not surprisingly, Searle used a Web consulting firm to create its site. Many have sprung up to assist Web marketers, with many designing clients' home pages. To keep up to speed with the interactive age, most agencies and marketers, in fact, already have hired new-media experts.
Behind every brilliant marketing strategy there is a well-defined plan, said Searle's Pam Rasmussen. And marketing on the Internet is no different. Based upon who you are and what your company or association is about, you need to establish a clear set of communications goals. Create an outline of points you want to cover. Whether you want to sell a product, solicit attendees for an upcoming seminar, or simply provide information about your company, organize it into defined categories.
Such a strategy might include:
-Company overview section;
-Product catalog section;
-Price list/online order form;
-Frequently-asked questions section;
-Helpful advice and information related to a product;
-Contest promotionMark These Dates