Missing in action

21Jan09

A few days ago, I read a story about a new healthcare program that Walgreens introduced for corporate customers. From the story and the original press release, interested companies could apparently sign up for the program and get access to in-store clinics and special prescription pricing to complement traditional health insurance. So I went to the Walgreens website to learn more, but there was nothing on the homepage about it.

Undeterred, I looked through various pages on the site, but couldn’t find any mention of the new program. Next, I tried using their search box, and typed in the exact name of the program from the story. Nothing. Then, I tried a Google search, but all that came up were more copies of the original press release. Apparently, Walgreens had introduced the new product into a vacuum.

If you’re going to invest the money to promote a new product or service via press releases and other outbound channels, think about the results of those efforts. Namely, prospective customers are going to come to your site to learn more. Even if the product doesn’t warrant a prominent blurb on the homepage, at least have the common sense to create a page about the new product. Use the same name and description that appeared in your press release. And give the visitors who reach that page a way to buy the new product, sign up to receive more information when it’s released, or share their discovery with others.



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