HPV Campaign – Fully Integrated Services

need

QIAGEN is the developer of the first human papillomavirus test (the HPV test) that makes cervical cancer virtually 100% preventable. When this critically important test was approved by the FDA in 2000, it opened the door for awareness programs about the disease. QIAGEN wanted to create a pathway to educate women about the HPV test, have them share what they learned with others, drive traffic to their web site and, most importantly, persuade them to visit their doctors to take the test.

solution

Using multiple interactive channels, Zeta Interactive has over the past 8 years enabled QIAGEN to engage their audience throughout the customer life cycle, from driving awareness about the test, to acquiring and retaining customers, to building long-term loyalty. Services have included:

• Web site development (for consumer and corporate sites)
• Search Marketing (both SEM and SEO)
• Display advertising (including video ads)
• Email campaigns
• Blog monitoring and ePR outreach
• Analytics for traditional marketing efforts
• Global web strategy for international roll-out

results

Rather than using marketing channels in isolation for QIAGEN, Zeta Interactive leveraged and integrated individual campaigns for better results. For example, using our Zeta Buzz technology, blog targets for media outreach were identified to help build awareness, search engine optimization was fully integrated into web site development from the start, and creative and messaging were developed consistently across all channels.

This integrated channel approach has given QIAGEN huge opportunities to effect change in the lives of women on a national – and soon international – level. Even after eight years of engagement, search traffic increased 14% in 4Q07 alone, 85 links were secured that same quarter, and blog traffic has increased as well. In addition, HPV vaccine keywords are still consistent paid search performers for driving traffic. As the tide of awareness for HPV continues to rise, QIAGEN and Zeta continue to use an integrated approach to expand awareness and successfully drive sales for the HPV test.