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Potomac Center for Medical Education/Rockpointe

Conference and Online Symposia Marketing (Collateral, Advertising, Web, Logo)

About the Client

The Potomac Center for Medical Education (PCME), a subsidiary of Rockpointe Corporation, provides continuing medical education (CME) to healthcare professionals via online symposia and webcasts, as well as through live and on-site regional conferences.

Various Websites

www.bonehealthcouncil.org
www.eccode.org
www.potomacme.org
www.potomacme.org/evidence
www.targethpv.org

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Challenge

  • Establish PCME, a new player in the market, as a leader and innovator in continuing medical education.

  • Build content-rich, relevant, and easily navigable websites that deliver value-added features.

  • Maximize marketing efforts and dollars by using each website as a marketing venue and tool to promote live and on-site regional conferences.

  • Leverage each website's success to serve as a model for launching new CME product entries.

  • Develop compelling complementary direct mail, display, and marketing collateral material to attract physicians to online and offline CME programs.

Solution

  • Reviewed competitors' websites to determine the opportunities for PCME to offer significant technical, educational, or aesthetic advantages.

  • Created strategic marketing plans for the development, launch, and ongoing promotion of each PCME website.

  • Developed branding initiatives for each PMCE site, including creation of the program's name, site domain name, logo, and positioning statement.

  • Designed and developed each site, including implementation of fully integrated databases that collect user information, track event registrations, administer evaluations and post-tests, and generate and send certificates of completion.

  • Created and executed integrated direct mail and email marketing campaigns that promoted the launch of the site and encouraged return visits via promotions announcing the addition of new content.

  • Designed and executed complementary branded materials, including signage, symposia guides, etc.

Outcome

  • Rockpointe now has a database of more than 1,000 registered CME participants.

  • Websites have won various awards, including three golds in the Medical Communications category at the 2008 Worldwide Web Health awards, the 2006 World Wide Web Health Award, the 2006 Davey Award for Excellence in Medical Communications, and the 2006 Outstanding Achievement in Website Development from the Web Marketing Association.

Technology

LMD established a consistent database structure and PHP framework, which allowed for these sites to be developed and deployed very quickly. These sites recently migrated from an Apache/Unix/MySQL server to IIS/Windows/MSSQL.

  • PHP 4
  • SQL Server 2000
  • HTML 4.01/CSS 2.0
  • Centralized database supporting a variety of CME programs for a number of diverse sites