A one-stop shop microsite
Case study: Creating a trusted and credible campaign to encourage GPs to engage with CR-UK
Published: 21 Nov 2011
The microsite gave GPs access to resources that supported their clinical practice.
Client: Cancer Research UK
Agency: Doctors.net.uk
Campaign: Raising the profile of CR-UK
Timescale: October 2010 to January 2011
A quick look
Cancer Research UK is the biggest funder of cancer research in Europe and offers an invaluable source of credible, evidence-based information and insights for GPs. CR-UK recognises that early diagnosis is critical to cancer survival and its resources have a vital role to play in keeping doctors abreast of the very latest advances in the field. CR-UK joined forces with Doctors.net.uk to create a trusted and credible campaign that would encourage GPs to take advantage of CR-UK’s state-of-the-art information bank.
Challenge
Cancer Research UK wanted a digital communications campaign that would engage GPs and achieve three key outcomes. These objectives were to raise the profile of the CR-UK brand in primary care among GPs; to drive use of its credible, evidence-based information and to change perceptions of the role it plays within the primary care sector.
Solution
Doctors.net.uk launched a three-month campaign featuring a one-stop shop microsite for GPs looking for information on cancer. The microsite gave GPs access to a range of resources that supported their clinical practice, including the latest research, clinical trials, statistics and access to a cancer website designed for patients.
The information was updated every month to make the campaign as fresh and engaging as possible. Topicality was added through launching additional content on early diagnosis of lung cancer during Lung Cancer Awareness Month.
GPs were also encouraged to sign up for CR-UK’s newsletter CancerInsight, which provides the latest information on cancer research, early diagnosis and prevention.
Based on in-depth understanding of its members’ online behaviour, Doctors.net.uk directed them to the microsite through a sophisticated and highly personalised promotional campaign. Promotional tools included the Doctors.net.uk clinical bulletin – a weekly personalised and targeted email bulletin – and a range of promotions, including links and advertorials within relevant areas of
its website.
Results
A total of 22,249 GPs were exposed to the CR-UK brand through the clinical bulletin and site promotions. The campaign generated 4,172 visits from 3,180 unique GP users in just three months and there were 6,505 interactions within the pages. Each doctor had an average of two interactions with the microsite and spent an average of 75 seconds on the campaign pages, which demonstrated a high level of engagement. There were numerous sign-ups to the CancerInsight newsletter and requests for further information.
Post campaign research identified a broadened understanding by GPs of what CR-UK does, including:
- 24% increase in number of doctors who would visit the CR-UK website to keep up to date with cancer-related information
- 9% increase in number of GPs who associated CR-UK with cancer signs and symptoms and early diagnosis
- 8% increase in number of GPs who associated CR-UK with cancer prevention.
Comments from GPs included: "I did find the microsite useful, particularly for patient resources and statistics and information," and a "well laid out, good, clear website with full information."
Client verdict
"GPs play a key role in the early diagnosis and management of cancer, and therefore are a critical stakeholder. Doctors.net.uk helped us to engage this audience with our key messages and resources in a highly measurable way and we saw a clear impact from the campaign. We hope to work with Doctors.net.uk in the future to continue to build our relationships with GPs and support them in their role in diagnosing cancer."
Sara Hiom, Director of Health Information and Cancer Data from Cancer Research UK