MDBriefCase: Drove +8,000 diabetes professionals to accredited training

Challenge

MDBriefCase provides accredited, online continuing professional development (CPD) to help healthcare practitioners enhance their professional practice and stay at the forefront of the latest evidence and protocols. Through innovative partnerships, they offer high-quality content, free of charge, to more than 280,000 members in Canada, Australia, Africa and the Middle East.

Their brief to us was straight forward: They wanted to increase the number of relevant registrations it had to its latest Diabetes Management Live series in 4 key regions (UAE, Germany, the UK, Mexico).

Approach

We mapped out how we would target Endocrinologists across Twitter (X), LinkedIn and Google pay-per-click ads, before launching a campaign for two webinars and new patient case study content. The international campaign targeting UAE, Germany, UK and Mexico also tested layman versus technical language and different styles of creative, so that we could continually optimise the paid media campaign.

Impact

The digital campaign drove over 8,000 clicks to the webinars and courses' registration pages, with most clicks coming from endocrinologists.

This contributed to ~150 registrations. We analysed campaign data to unfold significant insights, including identifying which key markets were most engaged, to form a strategy around a retargeting campaign and met registration targets.

Over time the campaign recorded 1.7M impressions from ads, over 10,000 total engagements and an average click-through-rate of over 4% on Google, exceeding industry benchmarks of between 2%-3%.

To learn more about our digital medical affairs capability, or if you have a live digital brief, contact us for a Teams call. Or if you're in London and want lunch, let us know.