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ABN AMRO
When ABN AMRO launched CashPro Web, they were pleased to offer customers a valuable cash management tool that provided companies with a wealth of timely data. The information within the site enabled financial management personnel to make sound decisions for maximizing their financial resources. To be fully successful, however, ABN AMRO realized they needed their salespeople to demonstrate the most important features and benefits of the site in a way that could make its complexity more accessible.
Download: Case Study-ABN AMRO.pdf (328 KB)
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AMITIZA® on the Fly
TPNA entered into a new therapeutic area—gastrointestinal disorders—in January 2006 when the FDA approved AMITIZA for the treatment of chronic idiopathic constipation in adults. When their market-leading competitor was taken off the market, Takeda was faced with the opportunity to more firmly establish the market presence of AMITIZA. To achieve this, the AMITIZA brand team wanted an effective method of creating relationships with prescribing physicians through an online channel.
Download: Case Study-Amitiza.pdf (740 KB)
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Bacon's Information
While developing their new, all-in-one public-relations software solution—MediaSource 7—Bacon’s faced intense pressure from competitors, at least one of whom would beat Bacon’s to market with an updated PR software product. Bacon’s, the current market leader, wanted to create expectation in advance of MediaSource 7’s release, and plan the marketing surrounding the product’s launch. closerlook developed “The One” concept to give MediaSource 7 an identity that would be related to—but separate from—the current Bacon’s identity, which was slated for redesign in one year’s time. closerlook also created print ads, a video for use in sales and exposition settings, banner ads for strategic web placement, and a four-minute, narrated Flash demo that focused on the product’s benefits for PR practitioners.
Download: Case Study-Bacons.pdf
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Cat Logistics
Caterpillar Logistics wanted to emerge from the shadow of parent Caterpillar, synonymous with tractors, and establish a leadership position as the smart supply chain company with a rich heritage. closerlook created and launched an integrated marketing program, “Transform your Supply Chain,” that positions Caterpillar Logistics as a supply chain leader.
Download: Case Study-Cat Logistics.pdf (968 KB)
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Dearborn
Dearborn believed the market was ready for a multi-media program on CD-ROM. This program would combine content delivery and drill-and-practice opportunities for the Series 7 Securities exam and replace a week-long, classroom-based course offered by the National Association of Securities Dealers (NASD). The program needed to closely simulate the type of information and interactivity that a classroom instructor would typically bring to a live class. It also needed to be an effective, comprehensive preparatory tool for users with vastly different levels of experience.
Download: Case Study-Dearborn.pdf (760 KB)
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Eli Lilly and Company/Turner Syndrome CME (CD-ROM)
The Office of Medical Education (OME) at Lilly wanted to increase awareness of Turner Syndrome, a genetic disorder that affects growth hormone production in girls. The disorder cannot be cured, but some of the symptoms, such as growth deficiency, can be treated through the use of Humatrope, a Lilly product.
Download: Case Study-Eli Lilly.pdf (928 KB)
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GE Medical Systems
Primary care physicians have begun to add bone densitometry machines to their office, making testing more accessible and convenient to the patient. When GE Medical realized they needed a versatile marketing tool that would educate the sales force and their physicians about the benefits of GE’s bone densitometry machines, they turned to closerlook.
Download: Case Study-GE.pdf (868 KB)
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Harvard Business School Publishing: Managing for Performance
HBSP wanted to understand the process of designing and developing web-based training. Through the Managing for Performance program, HBSP would develop a realistic picture of the tasks, benefits, and costs of providing web-based learning to client organizations.
Download: Case Study-Harvard.pdf (584 KB)
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Health Care Service Corporation (HCSC)
Blue Cross Blue Shield (BCBS) offers an online portal through which members may access and manage account trans-actions and claims information. The website includes the Personal Health Manager (PHM), an online wellness manager that provides members with a customized, comprehensive online experience that can help them better manage their health. Certain internal stakeholders at BCBS believed that the existing PHM could increase its number of users through innovative upgrades, including a redesign, added functionality, and enhanced usability.
Download: Case Study-HCSC.pdf (352 KB)
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Hub Group
The challenge was to redesign the website, extend the brand for the online subsidiary Hub Online and integrate two logistics software tools that would help vendors and customers manage shipments, schedules and deliveries online.
Download: Case Study-Hub Group.pdf (172 KB)
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Interactive for VESIcare®
Since its approval in November of 2004, VESIcare has been co-promoted by Astellas and GlaxoSmithKline (GSK) in the United States. The brand team for VESIcare sought to establish an online platform for communicating with its physician audience. The solution had to generate awareness of the unique and differentiating benefits of VESIcare in treating overactive bladder (OAB), as well as gather crucial physician-level data to be used to support and target the efforts of the VESIcare field sales forces.
Download: Case Study-VESIcare.pdf (520 KB)
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Kaplan CPA Review
In early 2006, the American Institute of Certified Public Accounts (AICPA) announced significant changes to the examination it administers to CPA candidates. These changes would require corresponding revisions of Kaplan’s simulation platform and 35 accounting case-study simulations, so that Kaplan test-prep customers could prepare for the CPA exam in an online environment that mirrored that of the exam, right down to the typos. Utilizing css and, for the first time, AJAX programming technology, closerlook created the 35 simulations to be platform and browser agnostic, so that they would run smoothly wherever Kaplan and Kaplan customers needed them.
Download: Case Study-Kaplan.pdf (485 KB)
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Knightsbridge
Knightsbridge needed a firm to update and maintain its website, and to code the company’s information-management enewsletter in HTML. In addition, Knightsbridge wanted the firm to create web-banner advertisements to drive traffic to knightsbridge.com and viewers to the company’s information-management webinars.
Download: Case Study-Knightsbridge.pdf
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Lions Eye Health Program
In the past, LEHP had relied on a cumbersome, content heavy, 200-page notebook to provide information and education to its various constituencies. Realizing this was not the best method for educating communities interested in promoting healthy vision, LEHP recognized the need to revamp all the information and develop a more user-friendly format.
Download: Case Study-Lions Eye.pdf (476 KB)
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Northwestern Medical Faculty Foundation
NMFF wanted to use the Internet as a channel to improve patient satisfaction with the Foundation and enhance their physicians’ effi ciency and effectiveness in providing care. They viewed the web as a way to create online dialogue with current and potential customers. They also wanted to create an additional “touch point” for current and future patients beyond the traditional means of telephone and print mail.
Download: Case Study-NMFF.pdf (328 KB)
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Novo Nordisk
Two Novo Nordisk websites, changingdiabetes-us.com and changingdiabetes-us.com/Educators, were suffering from technical instability. The code of each was outdated, and neither was compliant with the updated Novo Nordisk brand. In addition, almost none of the groundbreaking implications of the Diabetes Attitudes Wishes & Needs (DAWN) Study, which reinforced the vital importance of increasing patient involvement in diabetes care, had been integrated into the websites. closerlook redesigned both changingdiabetes-us.com and changingdiabetes-us.com/educators, and developed tools that enhance the ability of diabetics to manage their own care.
Download: Case Study-Novo.pdf
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Novo Nordisk
Novo Nordisk had recently launched a lower dosage of their Activella hormone-replacement therapy, and marketing initiatives were underway promote the availability of both doses to patient and physician audiences. A new website was needed, along with a similarly designed physician eLearning experience that would further generate awareness about Activella’s newly lowered dose. The preexisting Activella website required a total redesign and had to effectively direct visiting physicians to the eLearning site.
Download: Case Study-Activella.pdf (452 KB)
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Novo Nordisk
Working with a relatively small sales force and a variety of products, the client sought more innovative ways to communicate with physicians through their online channel. Pre-existing online marketing efforts were largely clinical in nature and did not fully utilize their capabilities or reflect the Novo Nordisk brand.
Download: Case Study-Novo Nordisk.pdf (392 KB)
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Novo Nordisk
Novo Nordisk launched the Faces of Change photo contest as part of a greater commitment to bringing diabetes awareness and education to the public. The contest involved a primary photo-submission phase that would culminate in the final phase, in which the winning entrants would be featured in a traveling photo exhibit. The contest was widely promoted, and a main website was needed for accepting photo submissions and to promote the contest throughout all its phases.
Download: Case Study-Faces of Change.pdf (472 KB)
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Rozerem
At a high level, Takeda’s Rozerem brand team wanted to increase brand impressions and build a database of physicians who have opted into a relationship with the brand. More specifically, Takeda’s ROZEREM brand team envisioned a physician relationship-marketing program that would gather crucial physician-level data while delivering key product messaging. closerlook developed Rozerem One-on-One to meet the brand team’s needs. The program consisted of three eDetails, an interactive game, a survey with real-time results, and an MDLinx news feed. To compensate for an industry-wide reduction in the monetary value of the gifts physicians would receive for completing eDetail programs, closerlook created a character named A Good Night’s Sleep to narrate the eDetails.
Download: Case Study-Rozerem.pdf
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Rozerem Newsroom
As a follow-up to their successful eDetailing program, Takeda’s Rozerem brand team wanted to implement a creative e-learning experience for Rozerem sales representatives. The learning modules were to serve as an internal resource for year-round product training, key messaging, and educational tools to fill in between the twice-annual POA meetings.
Download: Case Study-Rozerem Newsroom.pdf (404 KB)
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TAP Pharmaceuticals
Lupron’s corporate marketing team was tasked with increasing the effectiveness of its sales representatives. Issues hindering the ability to achieve this goal were low morale in the sales force, no coherent and unified way of delivering information and education to the sales reps, lack of communication between the home office and the field, and lack of sales rep involvement in establishing the means to meet this goal.
Download: Case Study-TAP.pdf (1.1 MB)
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Texas Medical Association Insurance Trust
Although TMAIT has a strong reputation for serving the needs of physicians, they needed to find more creative ways to reach busy physicians and engage them in more valuable conversations about their insurance needs. Previous selling models had been largely product-centric and did not effectively communicate TMAIT’s consultative approach.
Download: Case Study-TMAIT.pdf (872 KB)
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The Hartford Life
Working in collaboration with their network of associations, The Hartford’s Group Benefit Division implemented a large-scale direct mail campaign to market three of their products to association members. Each of these products—Accident Insurance, Accidental Death Insurance, and Hospital Accident Insurance—had a pre-existing website which was not consistent with The Hartford brand and did not accurately align with the direct-mail campaigns’ demographics. The client sought an online channel that would be brand-compliant, offer online enrollment, and go live in tandem with the direct-mail campaigns.
Download: Case Study-The Hartford Life.pdf (328 KB)
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The Sierra Club
The Sierra Club realized they needed a strategy to use their website to improve the impact and influence their environmental message. Another goal was to improve the appearance and usability of the site.
Download: Case Study-Sierra Club.pdf (240 KB)
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Vagifem eLearning Program
Novo Nordisk wanted to update their physician eLearning modules for their market-leading Vagifem hormone therapy product. The solution had to better convey the Novo Nordisk brand, increase participation rates, drive sample requests, and complement the drug’s newly designed print collateral. Like the existing programs, the new program was to be mounted on NovoMedLink, the client’s externally hosted platform.
Download: Case Study-Vagifem eDetail.pdf (620 KB)
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Vagifem.com
A market-leading hormone-therapy product, Vagifem needed to maintain a strong web presence. The Vagifem brand had recently undergone significant changes that the preexisting website did not reflect. A complete redesign was necessary to create a fully brand-compliant website that would more strongly engage their key patient audience. However, to avoid the six-month FDA review period that new content would entail, the new design had to leverage all content from the preexisting website.
Download: Case Study-Vagifem Site.pdf (612 KB)
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Zap2it
TMS Entertainment Products set out to improve the integration of article pages, data-driven TV listings, and showtime pages, in the hopes of increasing traffic, user loyalty, and the potential for ad revenue by driving more users to content sections. In addition, Zap2it wanted to set the bar in terms of usability, interactive experience, and reliability for online services in Zap2it’s space. closerlook conducted usability testing on the current Zap2it site, and used the information gleaned in those sessions to develop user-requirements and technology documentation that would help Zap2it achieve best-in-class usability and reliability. These efforts culminated in production of paper hi-fi prototypes, another round of usability testing, and development of an online Zap2it prototype.
Download: Case Study-Zap2it.pdf
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ZEGERID
In 2004, Santarus launched a 20-mg oral suspension, its first new drug application (NDA) for ZEGERID, into a market crowded with proton pump inhibitors, some of which were already available in capsule form. Santarus sought to create a physician relationship management (PRM) program to augment the efforts of its sales force in developing physician relationships and announcing subsequent NDAs. Over the course of more than two years, closerlook created the Zegerid Interactive Information Program. The program’s portal experience included regularly updated medical news served by MDLinx, and five eDetails. In addition to giving physicians key messages about ZEGERID, the eDetails gathered crucial information about physicians at the individual level, giving Santarus’ sales representatives key insight into their customers, and enabling the customization of subsequent messaging and information-gathering efforts.
Download: Case Study-Zegerid.pdf
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