Best Pharmaceuticals Online Newsletter Campaign

Cetaphil® is the #1 dermatologist- and pediatrician-recommended brand of cleansers and moisturizers. To build loyalty and foster relationships with current and potential consumers, Cetaphil developed the Cetaphil Skin Care Club® (SCC). The program had to be customized by user profile (gender, skin type, geographical location, lifestyle, skin conditions) and present credible health information in a friendly, “non-medical” way. Cetaphil® also had to reach parents regarding their child’s skin care needs — a major audience for Cetaphil® products. The Cetaphil® Kids Care Corner (KCC) filled this bill.

The program's audience includes six personas: teens; emerging adults; women ages 25-49, with and without kids; women age 55+; and men age 25+. The primary target audience is women ages 35 to 55.

The goals of the program are to:
- Empower and encourage lifelong healthy skin habits
- Provide exclusive access to expert advice
- Reinforce benefits of Cetaphil® products
- Provide pediatric skin insights
- Create a “community” that identifies with the brand

Members of the SCC and KCC receive two types of communication: monthly emails and/or newsletters, with messaging and creative imagery versioned by the consumer's specific profile, and content-rich, quarterly versioned e-zines. The vast geographic, demographic and psychographic range of members translates to approximately 50+ variable content components within each communication cycle.

The programs have been enormously successful, with membership of 245,000. Lifestyle-based communications enjoy an exceptional 18.65% open rate and a 20.75% click-thru rate -- well above the goals of an 11% open rate and 15% click-thru rate.

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Location: USA