September 21, 2012

Diabetes Action Lab Educational Campaign – Reach Case Study



Technological advances, social media, and the explosion of varied digital channels are changing healthcare provider behaviors and expectations around how they access, consume and engage with content and one another.
Over 99% of physicians are active online, consuming content where they want it, when they want it, and how they want it. Decreasing face time and the increasing frequency of virtual interactions have necessitated a new paradigm of communication across healthcare, including medical education. The educational campaign was developed in collaboration with the Center for Continuing Medical Education at Albert Einstein College of Medicine and
Montefiore, the American Academy of Nurse Practitioners and facilitated by Medikly University. The campaign was supported by an unrestricted educational grant from Lilly USA, LLC.


Lilly USA (Lilly) funded a campaign to increase and measure awareness regarding how medication adherence impacts patient care and outcomes in type 2 Diabetes Mellitus. To increase physician awareness, Lilly decided to utilize new web 2.0 channels and assess their effectiveness. MediklyUniversity (MediklU), in collaboration with the Albert Einstein College of Medicine, was the chosen provider tasked with achieving maximum reach
and proving results.
A campaign budget of only $63,000 necessitated an incredibly efficient allocation of resources. Furthermore, given that there was no budget for
marketing or distribution, MediklU had to creatively reach and acquire learners.


With the explosion of digital channels, healthcare educators must understand and align with changing behaviors and new expectations. Medical educators are challenged with seamlessly integrating web, social and mobile elements into their educational campaigns to increase physician access to content, capture deeper physician insights, provide engaging experiences and relevant content, and deliver the greatest return on


MediklU identified SlideShare and SoundCloud as appropriate channels and integrated the KONNECT LMS platform with both channels within 2 minutes.
MediklU created and leveraged Facebook fan-pages ( and Twitter (@cme_dale) accounts to generate fans and followers via posts, updates and alerts. MediklU then
converted followers and fans into campaign participants through new, engaging posts and content. MediklU also posted embeddable preassessment surveys on external webpages, social media sites, and fan
pages to reach and convert participants.
MediklU used embeddable surveys to capture participant leads and identify, prioritize, and refine the clinical topics of interest that directly impact the everyday practice of participants.
MediklU leveraged KONNECT’s analytical dashboard to ascertain least/most active learners, influential content and users, and learner involvement, interaction, influence and sentiment.


Despite no marketing or distribution budget, MediklU utilized the KONNECT platform to implement and launch the campaign in 3 weeks, reducing time to market by as much as 88% versus traditional formats. MediklU was also
able to distribute and deliver the course to the targeted audience, with peak results in as little as 45 days, a total participating audience of 3,014 that provided a cost per participant of $18.90. Social media utilization resulted in 682 Twitter followers and 687 tweets combined with over 348 Facebook fans.
MediklU increased participation rates by as much 27% over traditional formats as well as had over 1,486 SlideShare views of the transcripts. In addition, campaign administrators saw over 210 SoundCloud plays and 111
downloads of the podcasts.

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