Honoring Innovation for Elsevier ClinicalKey
What’s the best way to get people to start talking about your product? To give them something to talk about, of course. Something to share. Something to remember. Something to believe in.
That was our approach for our social media-based campaign for Elsevier ClinicalKey, a new insight engine designed exclusively for healthcare professionals.
While ClinicalKey was already active on a number of social channels, much of their participation relied on Facebook ads and links to external resources. We wanted to help them create branded content and establish an online voice for ClinicalKey.
Atomicdust created Key Innovators, a multifaceted online campaign designed to align the ClinicalKey brand with innovation and technology, all while gaining the attention of key decision makers.
The campaign was named a Silver Winner in the Targeted Advertising and Marketing Awards and in the 30th Annual Healthcare Advertising Awards, sponsored by Healthcare Marketing Report. Nearly 4,000 entries were received in this year’s competition, making the awards the largest healthcare advertising awards competition – and one of the 10th largest of all advertising awards.
Elsevier’s Senior Digital Marketing Manager, Brad Hogenmiller, described Key Innovators this way:
“What happens if we focus on the people who need to be heard most? They’re doing inspiring work. Important work. Maybe you haven’t heard them yet. What if we can change that? That act can make life better for all of us. That act is Key Innovators.”
Through emails, videos, web pages and conference graphics, the campaign encouraged people to visit our custom Facebook app to nominate and vote for organizations and individuals who are using technology and information to save and improve lives. We called these outstanding leaders “Key Innovators.”
The winners were invited to HIMSS 2013 in New Orleans. While they were there, they were interviewed about their award-winning projects and the state of healthcare today. After the conference, the winners’s stories and insights were shared on ClinicalKey’s YouTube channel and across social media.
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The contest recognized the hard work and creativity of medical librarians, physicians and hospital executives – all key targets for ClinicalKey. In addition to the organizational winners, five individuals per month were awarded free, yearlong licenses to use the product.
The campaign gave ClinicalKey instant, branded content for its key social channels, both during and after the contest. It gave the brand an instant voice in the market and strengthened its connections with the community by celebrating achievements and recognizing information.
