Danielle Gabriel 

NDEI's legacy and domain authority were leveraged to build brand awareness. This began with a full-scale awareness campaign for the client's live and digital activities, and content resources. Over time, the campaign evolved into an educational brand that garnered an audience of loyalists and bolstered the client's digital footprint.

Awareness was driven to the client's microsite via banner ads on NDEI and in email campaigns. Likewise, EEO emails featured NDEI targeted banners promoting disease state content that complemented client messaging. 

This reciprocity increased engagement for both sites. Owed to EEO's dedicated 360 marketing plan, which included a robust SEO/SEM strategy, email campaigns, and press releases, new visitors discovering the microsite were welcomed into the NDEI universe - and vice versa.

Progressive Learning Ecosystem

EEO was designed as a progressive educational inititiave that paired digital content assets with live, peer-to-peer programming to reinforce content absorption, drive long-term engagement, and influence and measure behavior change.

Client-supported assets, including disease state and branded educational videos, archived webcasts, white papers, and patient education materials, were sources of evergreen content that supplemented information delivered in live meetings.

A registration hub, accessible via links from all microsite pages, collected signup data for client-supported webcasts, dinner meetings, and product theaters. Importantly, a targeted registration prompt was featured alongside on-demand content that matched the content of upcoming meetings. For example, a video that discussed the appropriate use of basal-bolus insulin prompted sign up for a live meeting discussing basal-bolus therapy.

This educational exchange:

• Extended the value and impact of live programming through open access to HCPs on the web

• Enabled on-demand access for participation at the HCP's convenience

• Positioned education as the basis for building a community of client/brand loyalists

• Supported audience generation for the client's live events via a web registration portal

Program participation was tracked to measure change in prescribing habits for targets and non-targets. 

Lifecycle Marketing Platform

Beyond a dedicated space where content assets were housed, the microsite provided the client with a platform for lifecycle marketing for its diabetes product portfolio. Education on prelaunch, launch, and post-launch products extended the client's digital presence beyond corporate and brand pages.

The approach for each stage of the lifecycle: 

• Prelaunch: a disease awareness campaign focusing on unmet clinical needs and market-shaping messages propelled community building

• Launch: messaging that increased interest about a condition, integrating brand messaging as appropriate, leading seamlessly into discussion about product differentiation; at this stage, program reach was expanded via live events

• Postlaunch: influenced HCP-patient dialogue about a product, expanded the target audience, and drove adherence 

Marketing with an educational focus, achieved by this partnership with NDEI, lent credibility to the client's messaging. In fact, website visitors and live meeting participants, alike, overwhelmingly stated that they preferred content that was educational (ie, disease state focused with pathophysiology as the undercurrent) and didn't sound/feel like a sales pitch.

Some Measures of Success

Within the first year, NDEI delivered more than 1.13 million banner ad impressions (site and email) to the EEO microsite - with a 3.9% click-through rate

Visitors from NDEI banners and/or content searches* saw more content and stayed longer 

• 200%+ avg increase vs diabetes healthcare sites, other diabetes .orgs (journals, guidelines, government), and client (branded) sites

A robust, organic SEO campaign secured more than 20 Top 10 Google rankings within the first few months of launch

• "Education Exchange Online" and "EEO" became synonymous

• NDEI's domain authority in the diabetes education space put EEO on the map for similar search phrases like "diabetes education" and "diabetes HCP education" - without either site cannibalizing the other

The site's complementary SEM campaign enjoyed immediate uptake in educational awareness search phrases  like "diabetes HCP education

• The awareness campaign outperformed its complementary branded campaign with phrases like "CLIENT diabetes education" and "CLIENT diabetes treatment" in terms of click throughs and page views

*via NDEI site search function