InfoPOEMs
Client
InfoPOEMs is an innovative medical information resource that is changing the way clinicians practice medicine and receive information. Through email updates called POEMs (Patient-Oriented Evidence that Matters) and an electronic database and retrieval system called InfoRetriever, this clinical awareness system allows healthcare practitioners to access the most current, concrete medical information available.
Challenge
InfoPOEMs needed a nationwide marketing strategy with advertising and promotional campaigns targeted to very specific audiences of medical librarians, hospital administrators, and residency directors and clinicians.
Enter Reingold
Reingold coordinated all aspects of InfoPOEMs' national marketing efforts, designing advertising, marketing, and conference materials to fit within a strategic framework and reinforce consistent brand positioning. We infused new collateral with the product logos, styling, and color palette to create a recognizable look and feel while presenting detailed information about the product's features and value in a clear, accessible way. Our materials included multimedia presentations, folders, product and fact sheets, and mass emails.
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.