Use Memorable Creative to Improve Results

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.

A proven solution with physicians — but nurses are a different audience, and the launch needed creative that would earn their attention and registrations.

Our creative process starts with program goals and the agreed strategy: objectives, target audiences, program and tactics, messaging and supporting information. Working with the client, we focused on how the solution now supports physicians AND nurses — one platform delivering trusted evidence and greater care standardization across the care team — highlighting benefits like shared physician and nursing content and nursing-specific content from trusted client sub-brands. From that messaging, our creative team developed multiple concepts around the theme of trust and the fact that nurses are the frontline providers patients rely on. The concepts extended into a series of online and offline tactics supporting the goal of driving registrations — a high-level solutions introduction, nursing-specific features, an in-depth overview of new nursing features, and a closing recap.

The program ran for several months and ultimately exceeded the marketing qualified lead goal by 600%.