The objective of the campaign was to send Internet-connected US-based oncologists to TargetVEGF.com in order to educate them on Vascular Endothelial Growth Factor (VEGF) research and its relationship to cancer, as well as encourage them to register for site membership.The campaign utilised search engines, physician portals, and email opt-in lists, using an integrated creative approach across all tactics. Flash ads showcased the cutting edge technology and research of Genentech science, with rollovers displaying further information about the site offerings. Nearly 10% of the total targeted audience registered for TargetVEGF.com membership, at half the expected cost.