The Challenge
H-E-B is known for their commitment to providing Texas families with fresh produce and quality meat at low prices. In the summer of 2006, H-E-B extended its commitment to families by launching an online pharmacy. H-E-B commissioned Spur Digital to promote its new Web-based pharmacy, highlighting the online prescription refill capability
The Solution
Spur Digital planned, implemented and managed an integrated online marketing plan to drive traffic to www.MyHEBpharmacy.com.
Objectives of the campaign included:
- Driving traffic to www.myHEBpharmacy.com
- Educating target markets on submitting, refilling and transferring prescriptions at HEB.com
- Generating revenue from online prescriptions
- Building online pharmacy awareness in strategic markets
- Building H-E-B’s email marketing list
Campaign Overview
Spur Digital drove visitors to www.myHEBpharmacy.com through dedicated emails, pay per click search advertising, viral marketing and display ads on various websites targeted to specific Texas cities. Specifically, Spur was responsible for all the design and development of www.myHEBpharmacy.com, related dedicated emails and banner advertisements, as well as coordinating the H-E-B Pharmacy Giveaway online promotion featured on the site. In addition, Spur developed and executed an online media plan to reach HEB’s target audiences, and utilized tracking and reporting to optimize and measure success of campaign while maximizing ROI.
Results
The campaign results were quite compelling. Key metrics over the 4 week campaign included:
- 7 Million Impressions
- Over 16,000 visits to the site
- Over 11,000 contest registrations
- 4.6% of visitors clicked through to the HEB.com refill prescription page
- 90% of referred visitors converted to contest registrations