E-CANCERANSWERS
Healthcare/Pharmaceuticals

CLIENT: Ortho Biotech, LLC, subsidiary of Johnson & Johnson, and the maker of the pharmaceutical drug Procrit for the treatment of cancer.

CHALLENGE: Find new ways to increase awareness of cancer treatments outside of traditional marketing channels, which would promote indirect awareness of Procrit.

SOLUTION: Develop an educational wellness program, including a website, multimedia presentations, and print material, without corporate or product branding for Procrit.

STRATEGY: We began by designing and implementing the educational program. We licensed it to health insurance companies, who offered the program as a value-add to employers who use their insurance. Employers then promoted the program to their employees. When employees used the website, they were able to take a cancer health risk-assessment, which provided companies with a Health Insurance Portability and Accountability Act (HIPPA)-compliant wellness snapshot of individual employees.

The centerpiece of this strategy, though, was a website devoted to cancer patients, their caregivers, and those simply interested in cancer protection.

Because of the multi-tiered nature of the program, each marketing piece needed to be successful in order for the whole piece to work. At various stages of the project, health insurance companies, employers, and employees all needed to be convinced to take action. We accomplished this through a mixture of well-designed, compelling, and informative folders, brochures, posters, multimedia presentations, and content-rich e-mails.

RESULTS: The program was successfully licensed to a prominent health insurance company, and was utilized by major employers throughout the United States. In 2007, Procit became Johnson and Johnson's top selling drug with sales of $682 million.