Challenge

Bayer Diagnostics US needed to evolve its online diabetes offering from a "product centric" to a "customer centric" focus to provide unique value to all relevant user groups.

Bayer had increased its share in the diabetes market and was seeking a partner to help evolve its online offering and grow its market share. Core challenges included patient support benchmarking and search engine marketing.

Solution

Over the course of four years ExMI evolved the strategy, functionality, and content of the site, increasing its effectiveness. Search Engine Marketing and Optimization activities and newsletter programs encouraged repeat visitors. ExMI developed an online blood glucose log to help support patient condition monitoring and tracking.

A revised customer segmentation model aligned content and marketing with adult diabetes patients, child patients and caregivers. Each key segment was supported by a unique microsite with a tailored experience design and targeted content and services.

Results

The updated solution was rolled out across North America and achieved 120% of the registration target. Of these registrants, 90% opted in for further communication enabling an extended relationship with the brand. The updated off ering received two eHealthcare Leadership Awards for "Best Interactive Site" and "Best Disease Management." Moreover, in the promotion of their incompany best practice knowledge sharing, Bayer Global Marketing recognized the revised Bayer Diagnostics US online presence by giving it an internal award in "Innovation in Compliance Support."

The updated platform also supported insight into ongoing and evolving customer needs.