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

Authors: Kenneway, Melinda; Rapple, Charlie

Source: Learned Publishing, Volume 25, Number 1, January 2012 , pp. 17-20(4)

Publisher: Association of Learned and Professional Society Publishers

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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.

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Document Type: Case report

DOI: http://dx.doi.org/10.1087/20120103

Publication date: 2012-01-01

More about this publication?

Editor in Chief: Alan Singleton
North American Editor: Diane Scott-Lichter
Reviews Editor: Pippa Smart

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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