Use Memorable Creative to Improve Results
Our client is a leading provider of clinical and scientific content, serving more than 20 million healthcare professionals. To build on the success of their clinical insight solution with physicians, they needed a creative approach to launch into the nursing market.
Our creative process begins with a review of the program goals, and the agreed strategy that will meet those goals. The review includes our objectives and target audiences, an overview of the program and tactics, overall messaging and supporting information.
In collaboration with our client, we focused on how the solution now supports physicians AND nurses, with a single platform that delivers trusted evidence and increased care standardization across the care team. We also highlighted benefits such as the ability to share physician and nursing content, and the ability to access and share trusted nursing-specific content from trusted client sub-brands.
Working from this messaging, our creative team developed multiple concepts which emphasized the theme of trust, and the fact that nurses are the frontline providers trusted by patients. The concepts were then extended into a series of online and offline tactics that supported the goal of driving registrations.
The program ran for several months, and included a high-level solutions introduction, several nursing specific features, an in-depth overview of new nursing features, and concluded with a recap of the solution. Ultimately, the program exceeded the marketing qualified lead goal by 600%.