The Web Marketing Association is proud to present this 2009 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Biotechnology Interactive Application
The Sure Steps Connect Interactive Conference Series is an online video webcast/teleconference program designed for patients currently enrolled into Actelion’s Sure Steps support and education program for patients diagnosed with Pulmonary Arterial Hypertension (PAH) and on an Actelion therapy. The brand had learned, via a recent market research project, that Sure Steps patients wanted to receive more information about PAH and options regarding care and treatment. Actelion and Compass Healthcare Communications responded by creating this interactive conference series. The program enabled patients to see and interact with physicians during their presentations as well as participate in a live Q&A session. Patients were invited to the program via multiple channels including direct mail, emails, in-person in physician offices, phone calls from Actelion call centers and advocacy groups. Program topics ranged from how patients may improve their quality of life while living with PAH to how important it is to take advantage of their healthcare team network. Patients were able to participate in the program either via the web or phone. Each conference ran approximately 45-75 minutes and was focused on one of four different topics. Actelion’s goals for the program were to have a 5% recruitment response from their database of active patients. In addition to recruitment, our goal was to achieve an 80% for overall satisfaction response for the program. The program exceeded the recruitment goal by over 3 times with a 17% recruitment response rate. The program also exceeded the second goal; of those surveyed after the event, 99% would recommend Sure Steps Connect to another Sure Steps member and 97% were satisfied or very satisfied with the Sure Steps Connect conferences.
Contributors:
| Marketing Direction: | Pablo Przygoda, Actelion Pharmaceuticals |
| Marketing Direction: | Corey Sisk, Actelion Pharmaceuticals |
| Account Director: | Justin Mathews, Compass Healthcare Communications |
| Account Executive: | Tim Graham, Compass Healthcare Communications |
| Sr. Project Manager: | Darnell Wilkins, Compass Healthcare Communications |
| Creative Direction: | Kim Marasco, Codify Design |
| Copywriting: | Eileen McVety, Spot-On Writing |
| Development: | Anthony Donofrio, Axial Digital |
| Video Production: | Bill Walsh, Stream57 |
COMPASS HEALTHCARE COMMUNICATIONS
Location: USA