Us­ing the art, sci­ence of mar­ket­ing to boost clients

Modern Healthcare - - HEALTHCARE MARKETING IMPACT AWARDS - —David May

As its name pro­claims, mar­ket­ing firm 2e Cre­ative be­lieves cre­ativ­ity is at the core of the cam­paigns that keep its clients thriv­ing. But it also knows that mar­ket­ing is just as much sci­ence as it is art.

Sci­ence ac­tu­ally rep­re­sents the vast majority of the firm’s business. St. Louis-based 2e, with 30 full-time staffers, serves clients in a wide spec­trum of health­care and health-re­lated sec­tors. They in­clude provider or­ga­ni­za­tions such as hos­pi­tals and can­cer-care cen­ters; in­ter­ven­tional de­vice, im­plant and phar­ma­ceu­ti­cal com­pa­nies; provider ser­vices such as large group pur­chas­ing or­ga­ni­za­tions; and life sciences re­search or­ga­ni­za­tions.

“Our whole pas­sion, the rea­son we ex­ist, is to drive change for brands that shape the world and have an im­pact on the hu­man ex­pe­ri­ence,” said Ross Toohey, 2e’s pres­i­dent. “It’s fun to be able to do good work for com­pa­nies that are do­ing some­thing you re­ally be­lieve in.”

One suc­cess­ful cam­paign crafted by 2e was for El­se­vier, a health in­for­ma­tion company spe­cial­iz­ing in med­i­cal ed­u­ca­tion. The fo­cus was on El­se­vier’s Clin­i­calKey med­i­cal con­tent prod­uct, which the company calls the “world’s first clin­i­cal in­sight en­gine.” The chal­lenge was to sell med­i­cal stu­dents on the value of the vast amounts of in­for­ma­tion avail­able through the tool, not just when they be­come physi­cians but early on in their stud­ies.

“It’s a prod­uct that grows along with the stu­dent as they ad­vance in their prac­tice,” Toohey said.

One popular com­po­nent of the cam­paign was called Clin­i­calKey Mo­ments, which fea­tured stu­dents ex­plain­ing—via so­cial me­dia—when they first de­cided they wanted to be­come a doc­tor. The use of so­cial me­dia also pro­vided lead gen­er­a­tion and other met­rics that helped the client track sub­scrip­tion trends for Clin­i­calKey.

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