Alchemy Healthcare Services

Benylin / Sudafed

Cough and cold advice

What? A comprehensive information resource dedicated to winter ailments, sponsored by Benylin & Sudafed.

Why? One central resource was needed for people looking for information on these common conditions and it had been noted that there was a distinct lack of understanding about sinusitis in particular.

How? The site content was designed to educate consumers and subtly promote the brands. To bring them to life it included animations to explain aliments such as sinusitis and how Sudafed worked to ease the problem. In addition, the site provided a flu alert service to show the levels of flu in the UK, a treatment advisor and branded competitions, such as the game 'sinus says'.

The site was promoted via:

• Search engine optimisation
• Editorial competitions placed on high traffic sites
• Advertorials on high traffic, target audience websites such as Handbag.com and iVillage.

Results?

• Website traffic rose by 35% year on year
• Search engines brought in three quarters of all site traffic
• Site feedback indicated that consumers were more likely to treat with Sudafed, after learning about how it worked.