Consumer Reports Health

To maximize the potential of its health-and-wellness franchise, Consumer Reports sought a newer and better ConsumerReportsHealth.org. The question: How could it create a destination worthy of its revered brand, while building a new reputation in the Health Care space?

Solution

We began by forging a clear strategy to drive subscriber growth. First up, we united a variety of health-related properties into a single site. Next, we raised the site's profile among CR's constellation of sites, positioning it to better compete against pure-play health sites, while still drawing traffic from ConsumerReports.org. Our team then redesigned the site to be easier to navigate, and imported ConsumerReports.org's most important online trademarks — easy-to-understand how-to's and investigative video reports. To further set the site apart, we built upon CR's profound differentiators, including its history of rigorously tested and unbiased ratings, treatment comparisons, and expert guidance. This clearly distinguishes CR properties from those of its competitors — properties which often provide raw information and rely on non-vetted opinions.

Results

Following launch, ConsumerReportsHealth.org logged double-digit traffic and subscriber growth, with visitors flowing in from both the CR network and major search engines. At the same time, the stage was set for incremental expansion, thanks to a scalable structure that enabled the rollout of new products and services as they developed.