Marketing éducatif dans le secteur de la santé

Objective

We needed to develop an online platform for an international company where cardiologists could undergo training based on real clinical cases. We aimed to offer a unique delivery format to fully engage the audience and enhance the learning effect. Additionally, we had to prepare cases with opinion leaders from different countries.

The strategic goal was to showcase modern approaches to managing patients with lipid metabolism disorders and cardiovascular system conditions.

Solution

We proposed an "edutainment" format and presented 14 cases as online games, allowing cardiologists to improve their skills while simply playing on their computers.

The platform is continuously evolving: new cases are being added and translated, involving new countries (Hungary, Poland, Romania, Slovakia, Israel, Czech Republic) and medical specialties (oncologists and ophthalmologists).

The total number of target program participants during the first reporting period was 1030 specialists. Approximately 53% of registered users completed 7 or more educational cases on the platform.

For the final review of clinical cases, the client selected a highly-ranked KOL. The medical luminary responded very negatively to most of the cases from their colleagues: "This is not how you treat patients!" (and this was the mildest expression).

The client was puzzled: on the one hand, all the cases were programmed, and authors were promised publications; on the other hand, it turned out that the cases were not perfect.

We found a solution: we posted the cases with comments from a "fictional scientist," stating that in some situations, an alternative approach to therapy is possible.