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GlaxoSmithKline has undertaken a major online marketing initiative

for its consumer health brand network for the first time in the UK.

Its biggest consumer healthcare brands, such as Ribena and Lucozade,

will be aggressively marketed to an online audience following GSK's

decision to back an extensive search optimisation project.

In a deal that is worth up to £100,000, the healthcare giant has

appointed web agency Spannerworks to work with up to 14 brands including

Horlicks, Aquafresh, Macleans, and Beechams.

"We see it as key e-marketing activity for GSK," said Andy Oei, internet

marketing manager for consumer healthcare at GSK Europe. "We've done a

lot of it in the US on the pharmaceutical side and have seen proven

results.

We want to do it with our consumer healthcare range because people

search using key words over brand names when researching health-related

topics.

The main aim is to maximise visibility in search engines and directories

as they are a key traffic driver to web sites over print and TV."

Spannerworks beat off three rivals for the work - Netrank, Netbooster

and Tempest.

The deal is based on a pay-for-performance scale where Spannerworks will

receive payment based upon how high the web sites rank when users make

searches.

Oei explained that Spannerworks' track record with BA, pharmaceuticals

companies and e-tailer figleaves.com had contributed to its choice.

Spannerworks' optimisation service will initially be trialled with two

brands - one with a well-established web site and one of its newer

online properties - for a six-month pilot period.

The new-media push is the latest stage in a flurry of digital activity

that GSK has undertaken in recent months.