InfoPOEMs
Client
InfoPOEMs uses email updates called POEMs (Patient-Oriented Evidence that Matters) and an electronic database and retrieval system called InfoRetriever to give medical practitioners direct access to the most current, practical medical information available.
Challenge
InfoPOEMs needed strategies and tools to identify and raise awareness among potential users.
Enter Reingold
Reingold coordinated all of InfoPOEMs' national marketing efforts, from targeted advertising to promotional campaigns focused on medical librarians and hospital administrators. We conducted in-depth market research to produce an outreach plan that positioned InfoPOEMs as the leading source of filtered, evidence-based medical research for the healthcare community. Reingold's media relations specialists also developed a communications plan that increased the company's visibility in the mainstream and specialized medical and healthcare media. And we designed advertising, marketing, and conference materials to fit within a strategic framework and consistent brand positioning.
Results
Our marketing strategy produced 342 inquiries and 252 successful closings in 2004, and 457 inquiries and 134 successful closings in 2005. By contrast, in the years since our campaign's conclusion the number of inquiries fell to 252 in 2005, 198 in 2007, and 134 in 2008. The reduction in closings was even more dramatic, with just 26 in 2006, 18 in 2007, and nine in 2008-a 93 percent drop from 2005.