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ZYRTEC ALLERGY MEDICATION

iDEUTSCH, New York / PFIZER / 2001

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As part of Zyrtec's Direct-to-Consumer integrated marketing campaign, Pfizer launched Zyrtec.com in May 2000. As the Web plays a critical role in a patient's decision to go to a doctor, Zyrtec.com was crafted to address a user's needs based on this criteria. The site provides immediate in-depth information about allergy management and Zyrtec, including an interactive leaarning quiz, tools to facilitate the patient-doctor visit (e.g. "talksheet" and printable symptom checklist) and an online request for a $10 rebate.Andy Chamlin, Zyrtec Product Manager: "We knew the Zyrtec web site would be a critical element of the total marketing mix. It allows consumers in-depth information about Zyrtec and allergies - customized to their individual needs. It is also the only medium that allows consumers to interact one-on-one with the brand - something we can't accomplish through traditional direct-to-consumer vehicles."The creative execution on the site further deepens consumers' connection and experience with the Zyrtec brand. It brings to life Zyrtec's unique allergy profile campaign - by portraying people as unique individuals who experience a full quality of life. Additionally, advanced technology has been employed in the site to ensure flexibility for strategic growth in future.As the site evolves, Zyrtec.com continues to provide quantifiable results for the brand and accolades among consumers.

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