Developing Dr Weil’s Online Community
Dr Weil.com wondered if consumers might purchase access to an online community of people interested in healthy living. Indeed they were – Kelly Cook developed the plan for the ‘8-Weekers” membership – a web site to support participants in Dr Andrew Weil’s “8 Weeks to a Healthy America” eating program. Within 48 hours of launch, the 1500 available memberships sold out.
Two web sites were created to accompany Dr. Andrew Weil’s best-selling book “8 Weeks to Optimum Health”. The first, a ‘free’ site, offered projects, diet and exercise items, supplements and mental-spiritual reminders for Week 1. In successive weeks, new pages were added to the site allowing users to guide their own efforts to follow the 8 Week plan.
A second ‘paid’ site allowed a users to follow Dr Weil’s program limited membership, closed-community, but nation-wide group (including the Ask Dr Weil staff and Dr Andrew Weil himself) of people seeking a healthier life. Together, these “8 Weekers” offered ideas, solutions and encouragement for overcoming the challenges of the program.
Print Magazine Subscription Acquisition Program: Try Online Premium Content
Consumer marketers at both Entertainment Weekly and Money magazines wondered if the Internet could be used to offer additional benefits to existing print subscribers. Cook assisted them in the launch of Entertainment Weekly’s Special Edition and also Money.com Plus – both offering premium content websites free to current print subscribers but requiring payment from non-subscribers.