Vitals tries different angles to launch its new Web site

When Vitals, a subsidiary of MDX Medical, decided to launch a new Web site, Vitals.com, it called upon its AOR MWW Group to garner media attention, as well as drive traffic to the site.

When Vitals, a subsidiary of MDX Medical, decided to launch a new Web site, Vitals.com, it called upon its AOR MWW Group to garner media attention, as well as drive traffic to the site.

Vitals.com is an online find-a-doctor service that offers a comprehensive list of medical professionals available in various areas. The agency was faced with the challenge of helping the Web site get noticed in an on-line sector that is already crowded.

Strategy
The team knew it would be difficult to get the Web site noticed, so it focused its strategy on an integrated mix of online and traditional communications, says Joe Cohen, VP at MWW. The initial focus was to establish credibility by reaching out to key influencers and target blogs, adds Jennifer Kutsher, account supervisor at the firm.

The team also focused on pointing out the key differentiators of the site to set it apart from similar ones.

Tactics
The team issued press releases that tied the site to different medical months, including Cervical Health Awareness Month and Cancer Control Month, as well as medical trends, to give the site an added platform.

“After initially seeing the... site, we really blitzed the media with multiple angles, both seasonal [and] creative angles, such as the allergy approach,” Cohen says.

The firm also enlisted its new media team, DialogueMedia, to pitch bloggers and the online community.

In addition, MWW media trained Vitals founder Mitchel Rothschild and arranged interviews for him to speak about the site's benefits and key elements.

Results
The Web site saw an increase in traffic, Cohen says. As of August, the site had about 800,000 visitors, Rothschild adds. It has also garnered coverage in various outlets, such as USA Today and Family Circle.

Future
MWW continues to work with Vitals on promoting the site, with future plans to boost online efforts.

PR team: Vitals.com (Lyndhurst, NJ) and MWW Group (East Rutherford, NJ)

Campaign: Vitals.com launch

Duration: December 2007-ongoing

Budget: $100,000

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