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Integrating social media in the marketing mix: the case of Best Practice

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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.
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Document Type: Case Report

Publication date: 2012-01-01

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  • Editor in Chief: Pippa Smart
    North American Editor: Judy Luther

    Learned Publishing is the journal of the Association of Learned and Professional Society Publishers, published in collaboration with the Society for Scholarly Publishing. The journal is published quarterly in January/April/July/October.

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    Learned Publishing will be moving to Wiley-Blackwell as of January 1, 2016. Please contact the publisher at cs-journals@wiley.com for information on how to continue access to this title.
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