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, with specific content for the different target groups. All areas were also fully SEO optimized. This enabled, for instance, a concerned mother with a coughing child to immediately feel helped by the ‘Clean Air for Everyone’ foundation, while Chiesi College would enable doctors to engage in meaningful conversation with Chiesi.
Fully customized content for different target groups, which could be directly implemented in a range of media executions. Existing resources were also given a logical place in the communication flow. Chiesi College quickly received registrations from the first 500 doctors, while the SEO-optimized mini-sites, with specific content, enabled patients to find their way to Chiesi.
– Simon Sinek