New Trajectory for Physician's Post Grad Press
Challenge
Physicians Postgraduate Press, Inc. (PPP) is a medical publisher and the owner of psychiatrist.com, home to four unique resources: The Journal of Clinical Psychiatry, The Primary Companion for CNS Disorders, The CME Institute (accredited by the Accreditation Council for Continuing Medical Education to provide CME for physicians), and NeurologyKnowledge.com. Its mission is to provide lifelong learning for clinicians via evidence-based, peer-reviewed scientific information about the diagnosis and treatment of behavioral health and neuropsychiatric disorders. Facing lagging revenues and a legacy website and marketing ecosystem, PPP needed to reinvent and revitalize its role with readers, subscribers, and potential advertisers.
Solution
Overdrive developed a multi-pronged solution to help PPP upgrade its marketing and media ecosystem and help return it to peak performance from visibility, engagement, opt-in, and ad revenue standpoints. Our solution was comprised of the following: Consulting and Account Management - Ongoing guidance and consulting regarding publishing platform best practices, media buying and management, competitive research and benchmarking, MarTech options and implementation, tracking and reporting, strategic planning, and much more. Audience Awareness and traffic-building - Overdrive developed and launched an advertising program to reintroduce PPP to the discerning physician community. Comprised of programmatic, primary site buys, search engine optimization, and a host of other tactics, the program has already yielded remarkable results. Ad Network / Monetization Program - Overdrive connected PPP websites with various relevant ad networks to deliver ongoing impressions, engagement, and revenue with target markets. Creative and Production Support - Overdrive developed all ad creative and assisted with media RFP documentation to clearly illustrate the new set of opportunities available to advertisers. Target Advertiser Program - Working with the client, Overdrive developed a target list of potential advertisers for use in outbound advertising programs and sales outreach. Website rebuild - Overdrive designed and developed a fully redesigned and upgraded website to meet the high standards and expectations of advertisers, sponsors, and especially the medical community of subscribers. Overdrive fully upgraded the client’s requirements, setting a pragmatic and scalable vision for the new platform. The agency migrated the client’s enterprise-level digital offering onto a modern platform that is highly scalable and customizable. The new site greatly improved the user experience and made it more attractive to prospective advertisers. Key components included: - Requirements mapping - Customer journey mapping - Technology stack assessment and recommendations - Database design, development, and migration - Design and copy development - Search engine optimization
Results
The KPIs for the existing work show a striking improvement vs the benchmark. The just-launched site greatly improves the user experience of over 100,000 physicians, while also making it much more attractive to prospective advertisers and sponsors.
Overdrive Interactive
Are you driving measurable ROI? With an unrivaled passion for measurable success, our team empowers enterprise clients with the scalable digital advertising and bolt-on marketing operations teams they need to survive and thrive in today’s digital-first economy. Our seasoned experts and consultants untangle the marcom and martech mess to keep our...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.