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Drive traffic to your web site
Heighten awareness and dramatically increase website
traffic
 Davita
is the largest independent provider of kidney dialysis services in the
United States, serving more than 50,000 patients suffering from chronic
kidney disease. The company's website, davita.com, is a leading online
resource for sufferers, caregivers and medical professionals.
Chronic kidney disease affects a relatively small but highly engaged
population including patients, family members and caregivers.
Davita needed a considerate, attention grabbing communication strategy
to provide vital information and make the public aware of Davita's
services.
Requirements:
 Create a regularly distributed
relationship-building vehicle to facilitate ongoing communications
with their target audience.
Drive qualified traffic to
davita.com to make the public aware of the full range of
products and services Davita offers.
Demonstrate and reinforce Davita's
industry leadership position.
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Using EmailOpen, Davita created an awareness-building monthly e-newsletter.
The e-newsletter is designed
to maintain consistency with corporate branding and reinforce
a constant message.
Forward-to-a-friend draws
on a powerful community dynamic and encourages viral marketing.
Relevance-enhancing deep links
take users from the email story directly to corresponding content
on their website.
Measurement and reporting tools
let editorial and marketing personnel assess link popularity and
adjust content accordingly. |
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| More traffic, customers and brand identity
consistency |
More traffic: Increased
traffic to davita.com
More customers: Increase
in the rate of new customer acquisition.
More brand identity
consistency: Wider and more consistent communication
of Davita brand identity, reinforcing the company's position as
an industry leader.
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