Health Direct is an institutional pharmacy that supplies needed pharmaceutical medications to institutions, such as correctional facilities, long-term care facilities, hospitals and others. Health Direct partnered with ACS, Inc. Web Design & SEO to create trade show-friendly brochures and landing pages to complement the print materials. Health Direct wanted the copy for their brochures and landing pages to separate Health Direct from its competitors and highlight Health Direct's unique competitive advantages. Additionally, the landing pages' copy needed to be less dense with improved readability compared to Health Direct's existing landing page.
Following a thorough analysis phase, ACS, Inc. Web Design & SEO identified the need for each brochure and landing page to include messaging for specific Health Direct target audiences. The result was three brochures and three landing pages. One brochure focused on the institutional pharmacy needs of correctional facilities, a second brochure concentrated on long-term care facilities' institutional pharmacy needs and the third brochure emphasized Health Direct's general branding. For each brochure, a landing page addressing the same audience was created. The brochures and landing pages emphasized what separates Health Direct from its competitors, including a focus on Health Direct's advanced logistical and technological infrastructure, decades of experience and value-added programs. Additionally, each landing page and brochure featured messaging that addressed concerns that are unique to each audience. The new landing pages also featured copy that was easier to understand than Health Direct's existing landing page.