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Citrucel IBS Living Website

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Citrucel IBS Living Website
IBSLiving.com was a critical part of a targeted marketing program for Citrucel, a fiber therapy product. Citrucel had identified the IBS sufferer as a very specific target, one who was searching for information about the condition. Citrucel had a very specific story to tell: fiber therapy works. This support and informational program was delivered primarily through physicians, with a series of production information pieces developed for both patients and physicians. The primary piece used for engagement was the IBS Tool Kit, which amongst other things, drove the patient online for more information and to register for an ongoing compliance and support program. The unbranded site is designed to engage the consumer, providing self-assessment quizzes and diagnostic tools, all of which lead toward Citrucel’s fiber therapy story. Launched in early 2007, this is the first phase of a program that will result in the building of an online community.
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