From digital strategy to implementation
How do you build a sustainable relationship with healthcare professionals at a time when access to them is increasingly limited? And how do you ensure that communication with different target groups follows certain guidelines?
During strategic workshops we developed a communication strategy house for Chiesi consisting of three areas, fully SEO-optimized, with specific content for each target group. So a mother concerned about her child’s coughing could immediately feel she is getting help from the ‘Clean Air for Everyone’ foundation. And Chiesi College would enable doctors to engage in meaningful conversation with the company.
Completely customized content for Chiesi’s target groups, which could be easily implemented in a range of media executions. Existing resources were also given a logical place in the communication flow. Chiesi College soon received registrations from the first 500 doctors, while the SEO-optimized mini-sites, with specific content, enabled patients to find their way to Chiesi too.