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.
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