Health site SelfCare.com began a national $25 million
integrated marketing program with the tagline: “Support. Guidance. Answers.”
The campaign, with buys on television, radio and in magazines and newspapers,
communicates SelfCare.com’s role as a Web destination designed to help women
make informed decisions about their own and their families’ health and
wellness.
Created by Hoffman/Lewis San Francisco, the
campaign is designed as a series of questions and comments about health care
concerns and needs from a woman’s point of view.
Courtney Thorne-Smith, a star of the TV show “Ally McBeal,” provides the
voice-over for SelfCare’s television and radio spots.
SelfCare.com said it conducted proprietary, in-depth consumer research about
the needs and desires of today’s women in order to develop the campaign.
Other components of the marketing effort include online, an affiliate
program, relationship marketing and a public relations program.