Our hypothesis that the Internet was gaining credibility as a trusted source of medical information was supported by research that 80% of our target audience “use the Internet for health information”.Working with Australia’s biggest health portal, ninemsn, to build and house the tool, we created a ‘Self Diagnosis’ tool. This capitalised on the credibility of the site, reinforcing Canesten’s premier status. A targeted search campaign was then developed to drive traffic to the tool.

To date the campaign has delivered 6,891 interactions.Overall click-through rates currently stand at 0.66% (vs. industry average of 0.05%).

And Canesten’s market share has now increased by 1.3% since the launch, maintaining its no.1 position (49.9% market share vs. 28.5% vs. key competitor, Diflucan).