Roche Taps Martin Interactive

NEW YORK — Martin Interactive has been selected by Roche Diagnostics to develop an online newsletter to promote the company’s Accu-Chek Web site.

The newsletter will lead readers to the site ( http://www.accu-chek.com/ ), which offers information on diabetes, healthcare tips and Accu-Chek products and diagnostic tools.

The New York interactive arm of Richmond-based The Martin Agency will develop the copy and layout of the publication, and will work with Roche to track, analyze and measure the results of the effort. The i-shop is also working with Roche on a loyalty e-mail program for the Accu-Chek product.

“We have learned that building a terrific site is not enough, so we are thrilled to be working on this initiative which will help Accu-Chek to promote loyalty to their product, while providing valuable information to their target audience,” said Mitch Caplan, president of Martin Interactive.