Reckitt Reaps ROI Reward in Geo-Targeted Symptoms App Promoting Mucinex, Delsym

  • ID: 4533498
  • Report
  • 5 pages
  • Datamonitor Healthcare
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Summary

RB’s spending on the WebMD-hosted Cold & Flu Tracker app generated an ROI three times greater than traditional digital marketing, says marketing executive Emma Howe. Similar campaigns are gaining momentum, with WebMD and Walgreens launching “Relief Advisor.”

Reckitt Benckiser Group PLC says its spending for the WebMD-hosted Cold & Flu Tracker Map, a geo-targeted digital tool for consumers to track incidences of symptoms, and on related advertising have generated a return on investment three times greater than the firm’s traditional digital marketing.
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