A Case Study Fully Optimized Media Integration


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Product Description

A global pharmaceutical company engaged in the development, manufacture and marketing of its products had very specific marketing needs when it came to reaching healthcare professionals. For traditional media vehicles, such as medical journals, patient record forms, etc., the company relied on the extensive experience of its media planning agency to develop comprehensive highly targeted, and cost-effective media plans for each of its brands.
As the online media channel became increasingly important to the company, it engaged an interactive agency to handle the creative development and media planning needs for the same set of brands — for both their consumer and their professional healthcare audiences. The challenge became establishing a way in which these two media…