When you have a long history of innovation, building a site called MedcoGameChangers.com seems perhaps a bit too boastful. But if you’re Medco, and you’re looking to grow your customer base, you have to strut your stuff. What’s more, the program surrounding that peacock-like claim has to be just as inventive as the company itself. All of which is the rationale behind the lead nurturing program we built for Medco.

The digital strategy rested on these four pillars:

1. Hyper-personalize the experience to demonstrate Medco’s commitment to one-to-one service.
2. Create a hub of engagement that provides information via videos and articles, and offers a portfolio of free, informative downloads.
3. Modulate the dialogue to keep interest high and pass-along vigorous.
4. Use data to drive content decisions and, most important, to inform the dialogue between sales rep and prospect.

A year and half later, web metrics for MedcoGameChangers.com are through the roof. And there’s a new $18-million client. Icing on the cake—come October 2011, the Medco-True North team will be accepting an International ECHO Award.

Now that’s a healthy return on investment.