Medical Device Daily s PARTNER in FOCUS: Wolters Kluwer Audience & Content Solutions AN ADVERTISING SERVICE FROM MEDICAL DEVICE DAILY
DIGITAL JOURNALS OFFER ENHANCED AND STRATEGIC CONTENT MARKETING OPPORTUNITIES The up-to-the-minute, peer-reviewed clinical information that healthcare professionals (HCPs) rely on is free from the confines of the printed page and available on a variety of digital platforms. For device manufacturers and vendors, that means more clinical content is available than ever before content that clinicians spend much more time engaging with online. And what was once a static white page with black letters is now an interactive space on a laptop, tablet, or smart phone where users move freely from words to images to perhaps most important of all videos. That allows manufacturers and vendors to place ads that include an image of your product, a snappy catch-line, and a logo, all in an interactive space in which a HCP can watch a full-action demonstration of your device while doing critical research in a medical journal. With a simple click on a start arrow, a clinician can watch your spokesperson show how to use your product and tout its benefits. By clicking on live links, HCPs can read a reprint an eprint in modern jargon from the journal that details your clinical data. Continued on the next page
Continued from the previous page Don t let technology s inexorable march pass you and your sales goals by. With limited and declining in-person access to HCPs, it s increasingly critical to engage them with content. The best way to maximize your content marketing investment is to connect with healthcare professionals where they spend the most time interacting with the journals they rely on to stay current and provide the best possible care. That s significant, and it s the essence of content marketing. A company like yours uses its educational content to engage HCPs, leading to deeper customer relationships and more purchasing. The good news is the clinical study results about your product that your sales force and website use make for excellent content, as do the training videos and reprints you have been producing for years. The focus in a print medical journal is on your product s efficacy and technological excellence, but it is not presented where a commercial transaction could take place. The same content used strategically as a marketing tool in the right digital medical journal will receive a much, much higher response. The facts are simple yet stunning. A content-rich digital ad performs better than an ad that is merely a logo and a photo. Research shows that ads with video increase reader engagement by 450% and time spent per ad by 50%. The metrics about ads with eprints are just as encouraging: They show reader engagement rises by 180% and time spent per ad by 100%.
WOLTERS KLUWER LEADS THE DIGITAL REVOLUTION The key to effective content marketing is tapping the right publications. Present your content to as many healthcare professionals as possible to ensure that they take advantage of the multimedia educational opportunities afforded by the digital journals. Look no farther than Wolters Kluwer, a leader in the medical journal transition to digital and publisher of more than 300 journals in 40 healthcare specialties that serve millions of global practitioner subscribers. Wolters Kluwer has transformed its print and online journals with rich digital app editions. In 2012, we became one of the first journal publishers to offer ipad apps for many of our journals, meaning subscribers can access their publication in any format print, app, and online. Subscribers heartily endorse this evolution from print to digital. More than 90% of the company s subscribers access Wolters Kluwer s journals online and on mobile devices, and the journals websites were visited more than 36 million times last year. Recent data show that in 2012 healthcare professionals regularly accessed as many as 10 medical journals each, up dramatically from three or four just a decade ago. While the HCP visits their specialty journal website, there is no reason they shouldn t be absorbing your content and your message. Wolters Kluwer s content marketing professionals can show you how to get started.
Drive People to Your Content An interview with Chantal Kolber, Senior Director of Advertising Sales Operations and Development, Wolters Kluwer [Q] How does a medical device marketer take advantage of medical journal advertising today? [A] By transforming your basic media schedule into a multi-channel journal campaign that promotes content you already possess. Repurposing that content achieves expanded brand recognition, and leveraging the multiple touchpoints of a digital journal increases your product s exposure exponentially. [Q] What is the advantage of content marketing in a journal? [A] Journals are a content medium, where physicians and HCPs turn for reliable, groundbreaking content. According to one estimate, 98% of all physicians cite journals as their most important source of information (Source: Kantar Media, Sources & Interactions, March 2015 Medical/Surgical Edition). Clinicians visit journal websites for research, to find an answer to a clinical problem, and manufacturers can engage with them there. Your video posted on the website allows them to stay on the site, offering them news and information without leaving the site. [Q] What are some keys to maximizing content marketing investment? [A] Repurpose and integrate your approved interactive marketing content as part of your journal strategy and embed content hyperlinks for increased customer interaction. Leverage the multi-channel user interactivity that digital journals offer print, app, web, and email. Once HCPs click your content or visit your website, you can ask them to sign up for email alerts or arrange for them to see a sales representative. Wolters Kluwer is ready to help you drive engagement. Chantal Kolber Senior Director of Advertising Sales Operations and Development, Wolters Kluwer Chantal Kolber oversees digital sales strategy, brand development, operations and promotions for the Wolters Kluwer Network of 300+ journals in 40 HCP specialties, serving 2.2 million global subscribers and over 60 international medical societies. She combines her expertise in advertising and passion for content marketing to develop engaging multi-channel solutions for customers. Chantal joined Wolters Kluwer in 2008 to launch online advertising for the ejournal Network. In 2011 she was a driving force for the launch of the Wolters Kluwer ipad App Bundle. Chantal has been an active supporter and speaker at various digital device conferences over the past few years. Prior to joining Wolters Kluwer, she held sales and management positions at WebMD, Thomson s Physician s Desk Reference and Time Inc. Health. Wolters Kluwer is a leading global provider of medical and nursing clinical information and research. For more information about creating engaging product advertising please contact me at chantal.kolber@wolterskluwer.com.
Jumping on the Digital Bandwagon is Easy Device manufacturers use content marketing in digital medical journals to increase engagement. [1] Clinical studies can prove how well your product works, but the challenge is putting that study in front of potential customers. Linking to a digital journal website allows your message to be in front of those reading the study, and reprints and eprints extend the life of that research by allowing your sales team to provide a copy to clients. Digital versions can also be stored or linked on your website. But how do you drive customers to your site and extend the life of a study? Promote the article on the journal website through banner ads and email blasts, keeping the article in the forefront well past its original publication. [2] A medical device company spends considerable resources developing the right marketing message, but in medicine that message has to be supported by clinical content. Now you can do that in an interactive environment by going beyond print journal ads. Digital banner ads can have video embedded as well as hyperlinks to content on your own website. A simple click on a digital ad could allow an entire product demonstration to play in a window on the journal website. Wolters Kluwer offers advertisers a range of options across multiple formats to engage the reader. We offer print/digital bundles, and app editions that include up to three embedded hyperlinks, videos or content stacks. Now more than ever, HCPs can easily engage and connect with your product by reading a whitepaper or watching a video without having to leave their specialty journal.
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