Ignite Health Promotes Merck Manual With Rich Media and Eyeblaster Platform

Optimization of Multiple Creative Executions with Single Technology Platform Delivers Big for Healthcare and Publishing

(PRWEB) October 2, 2003 --Healthcare marketing and communications agency Ignite Health wanted to bring a new level of creativity and excitement to the health care publishing market for the launch of The Merck Manual of Medical Information -- Second Home Edition. Using the Eyeblaster Rich Media Platform, Ignite was able drive high traffic volume and book sales, as well as support The Merck Manuals already established brand image.

The results were dramatic. According to JungleScan, the title was regularly positioned in the Top 50 on Amazon.coms Top Seller list, and maintained an average rank of #160 for the 3-month duration of the rich media campaign. Additionally, the average click-through for the campaign was 6.22%, with floating ads averaging almost 30%. In the 2-month period after the conclusion of the campaign, the books average rank sunk to #650.

Without a doubt, our decision to invest significant promotional efforts online has paid off. I attribute this to our top-notch online marketing team," noted Gary Zelko, Director and Publisher of the Merck Publishing Group. Ignite Health's strategy, creative, and understanding of the online healthcare marketplace combined with Eyeblaster's cutting- edge technology was a winning formula."

Eyeblasters Rich Media Platform affords marketers the opportunity to test multiple creative platforms and messages, measure the response, and optimize the campaign, enabling Ignite Health to develop an arsenal of six creative concept platforms, with 15 different executions, including the Eyeblaster floating ad, polite banner and expandable banner formats. The Eyeblaster Platforms management tools allowed Ignite Health to quickly identify and optimize for top performing ads, resulting in a more effective campaign.

When we began developing the Eyeblaster Rich Media Platform in 1999, our vision was to enable any brand in any industry to maximize the impact of their online advertising," said Chip Russo, Director of Business Development, Western Region for Eyeblaster. Ignites campaign for The Merck Manual demonstrates how effective rich media can be in any vertical market when created and managed effectively. In fact, this was one of the most successful campaigns we have seen in the healthcare space."

"This campaign has yielded results that many healthcare marketers, both agency and industry, only dream about," said Fabio Gratton, Director of Interactive Services and Principal at Ignite Health. The trio of a willing client with high expectations, our desire to push the envelope creatively and strategically, and the incredible functionality and technology of the Eyeblaster Rich Media Platform has resulted in an online promotional program that proves that Web promotion in the healthcare space, when properly executed, is a worthwhile endeavor that can provide a tangible return on investment."

About Eyeblaster
Eyeblaster is the global leader in rich media ad technology and the provider of the Eyeblaster Rich Media Platform. Eyeblaster provides online advertisers and publishers with the first single technology solution to create, deliver, and manage all rich media formats through one online administrative platform. The Eyeblaster platform is the only product that gives the user 100% control without relying on a 'middleman vendor anywhere in the campaign process. Eyeblaster is the only rich media technology provider accepted system-wide by AOL, MSN and Yahoo, and its customers include over 400 advertising agencies and 1,000 publishers/networks worldwide. Eyeblaster, Inc. was founded in 1999 and is headquartered in New York, with offices in Los Angeles, Chicago, London, Hamburg, Tokyo, Sao Paolo, Sydney and product development facilities in Israel. Learn more at www.eyeblaster.com.
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