Our Work – Develop website for Optrex- Alchemy Interactive


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The Optrex brand (Owned by Reckitt Benckiser) had been synonymous with eye care for over 75 years in the UK but with a number of challenges facing the brand it was apparent that to achieve their target of a 50% market share, a new web strategy was in order.

Online communications were deemed to be pivotal in taking the brand forward and so the task was to create an eye-catching, engaging and informative web presence.

The Challenge

Despite an increase in the incidence of eye conditions, less than a third of sufferers* were attempting to treat the problem and value sales for Optrex were in decline.

The challenge was to empower consumers and healthcare professionals alike to become informed about eye care issues and the most appropriate treatments. The vision was to create a website that left visitors convinced of the brands authority, coming away confident in their new-found knowledge and conviction that ‘whatever my eyes need – Optrex has the answer.’

But there were specific challenges too… The site was to be used as a global template and include marketing elements. It had to be DDA level 1 compliant, allow data capture of site users and link to central UK healthcare privacy policy and t&c’s.

Finally, it was to be used as a platform to launch new products…

The Solution

A fresh new website was created that could be rolled out globally. All of the content and creative was revised and revitalised with two key interactive elements included to help improve eye care knowledge and prompt appropriate treatment sales – a printable treatment advisor and a regional pollen forecaster.

E-marketing mechanisms such as competitions (both on-site and placed on high traffic, 3rd party websites) and eNewsletters for HSN database etc were included as well as online banner campaigns to enable TV ads and DEPs to be profiled on the site.

Crucially, the site was specifically designed to maximise search engine optimisation and a search engine Pay Per Click strategy was implemented.


The Result

The results are enviable!

  • the site now receives an average 11,076 visitors  per month1
  • the average visitor spends 2:07 minutes2 on the site
  • nearly 30% of visitors take in between two and five pages
  • 7.8% of viewers have returned two or three times
  • 33,751 people entered the first two competitions on  the site – generating an almost unheard of 10% opt in  rate from entrants happy to receive further brand  information!

But perhaps most crucially, and bang on the brief, the two most popular pages after the home page are the treatment advisor and the section on the latest product launch – Optrex ActiMist Eye Spray2.

Finally, if ever proof was needed of the value of the search engine optimisation Google prompted a whopping 7,303 new visits – 88% of whom hadn’t visited the site before2.

But don’t just take our word for it…

References: *15% of the 49% of people who were suffering
1. Data average over 12 months to 30 April 2009
2. April 2009 data


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