When you have a long history of innovation, building a site called MedcoGameChangers.com seems perhaps a bit too boastful. But if you're Medco, and you're looking to grow your customer base, you have to strut your stuff. Our digital strategy behind the lead-nurturing program we built for Medco rested on these four pillars:
1. Hyper-personalize the experience to demonstrate Medco's commitment to one-to-one service.
2. Create a hub of engagement that provides information via videos and articles, and offers a portfolio of free, informative downloads.
3. Modulate the dialogue to keep interest high and pass-along vigorous.
4. Use data to drive content decisions and, most important, to inform the dialogue between sales rep and prospect.
A year and half later, web metrics for MedcoGameChangers.com went through the roof and a new $18-million client came through the door. Icing on the cake-the Medco-True North team also accepted an International ECHO Award in 2011. Now that's a healthy return on investment.