Wolters Kluwer

Relationship Program - Knowledge Masters

The brief

A one-liner brief: Increase OVID subscriptions amongst Medical colleges and Hospitals.

Insight

Whilst the key decision-maker, in this case, is the CEO or the Dean. The key influencer for making the final purchase of OVID is often the Librarian of the college. Unfortunately, his/her role is often overlooked and underplayed by brands - the assumption being that the key decision would be taken by the CEO or Dean. So most "digital marketing" efforts and spends are focused on activities talking to the HOD's rather than engaging the Librarian.

Strategy

With this key insight in mind the task became very clear. If we needed to get into the consideration list of the Dean we first needed to create a deeper connection with the Librarian. Based on this strategy we developed a relationship programme called "Knowledge Masters" - A programme targeted at building a long term emotional connect with the Librarian by elevating his stature and saluting the role he plays in shaping a Doctors future. Also, the programme would help us build top of mind presence and consideration for OVID.

Execution

The programme was built around an Omni-Channel approach using old-world direct mail, edms, SMS, a microsite with QR code activation. To launch the programme the librarian was sent a personalized DM pack that was hand-delivered. Knowledge Masters would give the Librarian the ability to interact with others from the fraternity. Also, be eligible for benefits and receive year-long communication in the form of birthday and anniversary greetings.

Wolters Kluwer

Relationship Program - Knowledge Masters

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