DynaMed
How do you capture the attention of an extremely busy audience?
EBSCO made exciting new enhancements to DynaMed, its clinical decision support tool, just prior to key sales events. The company needed to quickly increase awareness of DynaMed among physicians and advanced care practitioners.
We conducted audience interviews and focus groups to help us identify key messages that became part of a strategically focused digital campaign. We launched digital ads – targeted by geography and job titles – in key markets where product pitches were underway.
In just two weeks, the campaign generated more than 6 million impressions as well as 5,000 clicks to the product landing page.
Digital ads featured straightforward statements in the voice of the audience. Each message positioned DynaMed as the trusted solution to a challenge or situation the audience faces on a daily basis.
Prominent placement of the landing page’s call to action reminded visitors of what they were there to do, while brief copy gave them more reasons to follow through and actually do it.
Prominent placement of the landing page’s call to action reminded visitors of what they were there to do, while brief copy gave them more reasons to follow through and actually do it.