Challenge

Elsevier, the world's largest publisher of health and scientific content, sought to leverage its core content assets in an evolving communications landscape where its core HCP audience was relying on new, multi-faceted content resources. Market research indicated that the core healthcare professional and key opinion leader audiences used the e-channel as a priority resource for research, professional interaction and treatment discussions.

The evolving competitive landscape included new physician-only communities (e.g. Sermo) that let participants exchange clinical insights, observations and review cases in real-time.

Solution

ExMI led the strategy and production of a vertically-aligned HCP reference portal that offered site registrants free access to high value, peer-reviewed journals, news feeds and other scientific content. OncologySTAT centralizes disparate Elsevier content assets in a single location for KOLs and HCPs.

To support an advertising and sponsorship driven revenue model, the site needed to encourage repeat traffic and ongoing registration. It achieves this through weekly newsletters, RSS feeds and aggressive marketing and promotional campaigns across multiple Elsevier networks. In addition to this, the site sustains interest and credibility in its subject matter through daily content updates moderated by a world-renowned advisory board and KOL interviews that give broad access to new and important oncology viewpoints. Other site features include interactive CME programs, chemotherapy regimens, conference coverage, drug monographs and the ability to browse by cancer type.

ExMI developed a sophisticated technology platform that supports the need for daily updates as well as various content formats including video, slideshows, polls and surveys. The platform also provides performance measurement, which allows the portal to grow and be optimized proactively over time.

Results

OncologySTAT now has 25,000+ registrants and has achieved over 35% penetration of the US hematology/oncology physician audience. This success in recruitment has allowed Elsevier to commercialize the site with pharmaceutical advertising specific to an oncology audience. Sponsorship options include both site and newsletter banner ads, hosted pharma microsites and sponsored keyword search, among others.

The site unburdens the busy HCP who gets hit with multiple industry advertisements and promotions daily. As Dr. Peter Yi says, a cancer specialist quoting OncologySTAT in the New York Times, "having it all under one roof makes it easier."