here's what we've done
American College of Allergy, Asthma & Immunology
Client
Members of the American College of Allergy, Asthma and Immunology (ACAAI) provide optimal, specialized care to people who suffer from allergies and asthma-addressing the root causes of their symptoms to provide lasting relief and often a cure.
Challenge
A remarkable 44 percent of Americans are afflicted with serious or very serious allergies and/or asthma, but just 29 percent of them have seen an allergist. The ACAAI needed a full-blown campaign to raise public awareness and understanding of allergic diseases, showcase the benefits of treatment by a qualified allergist-immunologist, and motivate allergy and asthma sufferers to see an allergist.
Enter Reingold
Find an Allergist. Find Relief. Millions of people heard this message in spring 2009 when Reingold helped ACAAI launch its multimedia public education campaign. First we created a website—AllergyAndAsthmaRelief.org—featuring an interactive Lifetime Symptom Calculator, an animated e-card visitors can use to tell friends about the website, patient success stories about how they found relief, and seasonal podcasts highlighting relief tips. Then we executed a campaign to drive traffic to the website and mobilize patients to see an allergist. Internet advertising was a critical component of this campaign: We created and placed banner ads on major healthcare websites including WebMD and iVillage; purchased and tested approximately 1,000 strategically identified keywords related to allergy and asthma and placed them on popular search engines, including Google, Yahoo, and MSN; and sent ACAAI members e-news items that showcased our efforts and accomplishments.
Results
In its first five months, the ACAAI website had almost 120,000 unique visitors, averaging 12,000 to 15,000 per week, and 8,177 visitors accessed the "Find an Allergist" tool. Our online banner ads garnered about 33 million impressions, while our website ads on WebMD and iVillage achieved 1.3 million.