Ortho McNeil – AXERT

Challenge

Ortho McNeil Pharmaceuticals wanted to gain more visibility and market share for their migraine therapy medicine. In order to penetrate deeper into the marketplace – Ortho McNeil decided to target migraine sufferers who were seeking to switch from their current prescription. To achieve this – Ortho McNeil had to reach this audience at the moment of consideration for alternatives medications.

Solution

EyeTraffic Media explored the online search habits of migraine sufferers and developed an integrated search engine marketing (SEM) program for Ortho McNeil’s alternative therapy tablet. Candidate prescription users were led into a micro-site geared towards educating them on treatment options for their symptoms. Upon visiting the micro-site, audiences were channeled towards a free-trial voucher that could be redeemed during their next visit to their doctor’s office.

Results

After three months of SEM activity – overall monthly site traffic increased by 31%. Search Engine Referring Traffic’ accounted for 83% of the overall New User site traffic. Furthermore, over 79,000 New Respondents visited the micro site – 3,700 new users signed-up to receive the free-trial voucher. Over 700 Users redeemed the voucher at a doctor visit – that’s a 19% conversion at an average cost of $14.80 per redemption.