Best Practices

Providing Quick Engagement to Online Information While Tracking Interests

The Challenge:

To help quickly navigate online information for top-of-mind awareness.

The Best Practice:

Provide quick engagement to online information with unique landing pages.
Developing unique landing pages for a specific campaign, event or incident communication provides ease and relevancy for your end user. These pages can provide specific features and information, can be adjusted quickly and frequently as needed, and are relevant to your original driving message, making the Web site “search” process no longer a potential obstacle. Landing pages also provide the opportunity for a further extension of your brand and to track interests and ROI through reporting and analysis.

Our Recommendation in Action:

In identifying the need for a unique landing page as part of a campaign that centered on viral and word-of-mouth advertising, Anderson Partners developed a page where visitors could find all event information, sign up for e-mail reminders, or forward the page to friends regarding Methodist Health System’s (MHS) inaugural Spirit Girls’ Night Out (SGNO) event. While the initial goal was to attract 1,500 women to attend, ultimately, MHS wanted to build awareness for both the event and their Spirit of Women partnership. As a result of the campaign, Methodist’s first SGNO event was attended by over 2,500 women—far exceeding its goal. A community partnership with the YWCA to collect donations was almost solely promoted on the landing page and the donations received filled half of a semitruck and fulfilled the YWCA’s Career Closet clothing needs for an entire year.

Our Approach to Best Practices:

Anderson Partners routinely highlights the opportunities for our clients by researching, developing and analyzing best practices. Each year, we review healthcare and medical marketing communications industry-wide—trade pubs, online activity, national trends, trade shows, published and syndicated research reports and more.