Launching a Brand
within a brand
WebMD TV, a patient engagement solution under WebMD Provider Services (WPS), sought to launch its brand and reach multiple target audiences.
Isovera was chosen as the partner to provide the strategy and tools for this endeavor. Isovera employed design, messaging, and creative direction to clarify and position WebMD TV internally and externally. Through discovery workshops and meetings, the launch strategy was aligned with the evolving business goals of the client.
Isovera delivered a comprehensive strategy document with a “Manifesto” to define WebMD TV’s essence, value, and position within the more prominent WebMD brand.
This Manifesto was a guiding light internally, especially for the sales team, as they familiarized themselves with the newly launched product.
Customized marketing content was developed by Isovera to cater to multiple audience types. This included the creation of a tagline and creative direction for various marketing materials such as brochures, emails, website landing pages, postcards, social media content, and sales decks. Isovera also scripted and directed informational videos featuring a professional spokesperson. These videos were strategically released via email to target audiences, driving them to dedicated informational landing pages.
The messaging in each campaign component was carefully tailored to specific audiences within two overarching groups: existing customers and prospects.
The content was customized for hospital administrators, marketing executives, patient experience professionals, clinicians, and pharmaceutical advertisers.
Isovera successfully positioned WebMD TV as a distinct point-of-care engagement product serving consumers and healthcare providers.Let's Talk
Isovera played a
By empowering the WebMD TV sales team to educate hospital customers, prospects, and pharmaceutical advertisers about the enhancements and benefits of WebMD TV.
The strategic partnership between Isovera and WebMD TV was instrumental in successfully launching this brand within a brand.Let's Talk
The Isovera team was our strategic partner for our new product launch of WebMD TV. They truly became an extension of our marketing team, designing and implementing an innovative campaign that was instrumental to our successful launch.
— Nicole Stratford, Vice President, Point of Care and Consumer Health at WebMD TV