Branding / Website Design
ClinicalKey
Elsevier broke through healthcare technology expectations with a friendly, flexible identity for ClinicalKey.
Finding the Right Answers
ClinicalKey is a powerful clinical search engine that enables doctors to make better decisions based on better answers. As Elsevier prepared to introduce some major product updates, including a cleaner, mobile-friendly interface, Atomicdust was asked to reshape ClinicalKey’s identity to better resonate with clinicians, students, medical librarians and decision makers.
Making It Human
After taking ClinicalKey through Atomicdust’s Branding Program, we positioned the brand as something completely unique: a truly flexible resource that provides fast, concise answers at the patient’s bedside and deep access to the underlying evidence when time is on a care provider’s side.
The new ClinicalKey brand is always positive, and talks technology in a more human way, free from buzzwords. The new tagline – Lead with answers. – both reinforces the product promise and speaks to the aspirations of its target audience.
Building a Global Site
The new ClinicalKey website is direct and sincere, just like the brand. Audience-specific pages address critical pain points, and a “How It Works” page brings the product to life with animations. Because ClinicalKey is an international product with 22 global websites, we also developed a series of customizable templates that make it easy for international teams to remain in line with the new brand while maintaining their sites in their respective languages.
Beyond the Branding
Atomicdust also created a launch campaign to build excitement, a refreshed social presence, videos, emails, and a robust marketing automation campaign based on roles and behaviors to nurture current customers and move prospects through the sales funnel.
Healthcare Advertising Awards
Atomicdust’s work for ClinicalKey received numerous awards at the 32nd Annual Healthcare Advertising Awards, including silver recognition for the mobile website and social graphics, a bronze for the lead generation campaign calendar, and merits for the website, launch campaign and lead generation direct mail pieces.
