Elsevier is a longtime leader in print and digital publishing of medical education materials. Their Clinical Solutions division asked us to help promote ClinicalKey to recent medical school graduates.
ClinicalKey is a speed reference tool that can be used by physicians at any point in their career, but Elsevier wanted to target medical students in their fourth year who would be beginning their residencies in the fall. Our goal was to generate lead submissions for future promotion — giving Elsevier the best shot at developing relationships with physicians at the very start of their careers.
We started with what it’s like to be a fourth year medical student, waiting to find out if you’ve been matched with a residency program. That “match” dictates the next several years of your life and can mean a major relocation, as well as the shift from student to doctor. It’s an emotional time. Our strategy was to engage with those emotions by focusing on young doctors’ reasons for choosing medicine. This led to the launch of ClinicalKeyMoments.com, a branded microsite that offers each student a free three-month trial of ClinicalKey when they share a personal story of the “Key Moment” they decided to become a doctor. The campaign also had a social component, encouraging students to share their “Key Moment” on Facebook, Twitter, etc.