Abbott Laboratories

ReductoStart website

Client

Abbott Laboratories is a global pharmaceutical company dedicated to the discovery, research and development of innovative therapeutic products.

The challenge

In April 2005, Abbott Laboratories launched the ReductoStart program in Romania, with the purpose of informing the population about the risks posed by overweight and, at the same time, of oering solutions for the correct prevention and treatment of this condition.

The online element of the program—a website available at www.reductostart.ro, oered almost exclusively information about overweight. Only to a small extent was it addressing the female audience that considered excess weight a matter of lifestyle and not a medical problem. Moreover, the graphics, the inconsistent messages and the lack of functionality disappointed the visitors.

Solution

The strategy Grapefruit suggested was aimed at increasing ReductoStart’s popularity among the people with weight problems and at determining them to seek professional help.

The new ReductoStart website approaches the subject in a rational and comprehensive manner, oering term definitions, a body mass index calculator and other tools, complete information about diets and other methods of losing weight, lists of pharmacies, and medical practices involved in the program and a public forum for discussions. The graphic interface is adapted to the target audience, for whom the weight problem is perceived as a lifestyle problem.

The website oers both the decision base and the resources needed for the immediate and comfortable application of the chosen solution. Through the relevance, utility and credibility of the content, the new www.reductostart.ro is one of the most reliable online sources of information on the Romanian-speaking internet.

  • Str. Vasile Pogor, nr. 6, mansarda, Iasi 700110, România
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  • Tel: +40772036510, Fax: +40332882995
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  • Arhitect Stefan Burcus, Nr.8, Et.1, sector 1, Bucureşti 011415, România
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  • Tel: +40772036511, Fax: +40332882995