Conference day two: Align Web strategies for increased performance

Conference day two: Align Web strategies for increased performance     

Search engine optimization, integrating branded and non-branded sites, and a WebMD partnership have been instrumental in driving registrations on Serono's multiple sclerosis (MS) Web sites. Carole Huntsman, vice president of marketing for U.S. neurology at Serono, spoke yesterday during IIR's Pharmaceutical Brand Leadership Event in Chicago, and described the company's Web strategy for the MS drug Rebif. In addition to MSLifeLines.com, an educational and support site for patients on Rebif, Serono launched MSInBalance, an MS-focused Web event site that links to MSLifeLines and Rebif.com. Linking the sites, as well as optimizing them for search on Google and Yahoo!, has resulted in increased traffic, according to Huntsman. Serono also sponsors the MS Health Manager on WebMD, a tool that supports patient acquisition and retention. For example, 89% of MS Health Manager users have also registered for MSLifeLines, Huntsman said.