Integrating social media in the marketing mix: the case of Best Practice
Abstract:In this case study we examine how Best Practice – a clinical decision support tool from the BMJ Evidence Centre – was successfully launched into a competitive market, with social media tactics at the heart of the campaign, fully integrated with more traditional approaches. Our campaign reached over 60% of the target market and attracted engagement in the order of 4–6% of that market. Usage of the site and time on the site increased greatly (by 33% and 81%, respectively). Clear processes are in place to track awareness (market exposure) through to interest (playing the game), desire (registering for a trial), and action (recommending or taking out a subscription). The campaign has been constructed in a modular manner to enable it to be localized and deployed around the world.
Document Type: Case Report
Publication date: January 1, 2012
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