Launching a Brand within
a brand for WebMD

WebMD Provider Services needed to launch WebMD TV, a patient engagement solution. The challenge was to align the launch with WebMD’s overarching brand while tailoring messaging for hospital administrators, marketers, clinicians, and advertisers.

We developed a Manifesto to clarify WebMD TV’s value and align the sales team while creating a suite of customized content to engage diverse target audiences. The messaging in each campaign component was carefully tailored to two primary groups: existing customers and prospects.

Content was customized for hospital administrators, marketing executives, patient experience professionals, clinicians, and pharmaceutical advertisers. This included a tagline, creative direction, and marketing materials such as brochures, emails, website landing pages, postcards, social media content, and sales decks. 

Additionally, we scripted and directed informational videos featuring a professional spokesperson, which were strategically released via email to drive audiences to dedicated landing pages.