Tuesday, 17 March 2015

New advertising models in medical publishing - transforming HCP Clinical Content Engagement

Avia Potashnik, Wolters Kluwer Health
Avia Potashnik, Advertising and Sponsorship Manager and Andrew Richardson, Vice President, Business Development at Wolters Kluwer Health, provided a case study of a disruptive model applied to their advertising for HCP Clinical Content.

Andrew Richardson started by observing that three device ownership is the new norm. We all use them and for different things. We have the content for them and we need to ensure we have good content engagement and interaction, but never forget the peer reviewed article needs to be at the heart of it. They have developed and disrupted their advertising model to enhance the core content.

Avia Potashnik explained that in order to transfer their advertising objectives they focused on brand recognition (corporate, product, indications, competitive blocking, frequency, ubiquity). They want to drive customer interaction through product websites, content pages, video pages, conversion page, social media, customer service email. They do this through content engagement with videos, original reporting, details, case studies, geo-targeting, etc. Embedding video raises engagement rate. Educational games help build customer interaction.

A lot of their advertising customers come to them wanting to recreate what they do in print. They know that doesn't work and try to encourage them to build interactive multi-media content to engage. In some cases they have increased engagement rates 450% by including adverts with video. They maximise their content marketing investment by using multi-channel approach to use of clinical journal content. They integrate approved marketing content to increase engagement. They visibly hyperlink to content for increased customer engagement.
Avia Potashnik and Andrew Richardson spoke at the ALPSP seminar Disruption, development and divestment held in London on Tuesday 17 March 2015.

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