Integrating social media in the marketing mix: the case of Best Practice

In this case study we examine how Best Practice - a clinical decision support tool from the BMJ Evidence Centre - was successfully launched into a competitive market, with social media tactics at the heart of the campaign, fully integrated with more traditional approaches. Our campaign reached over 60% of the target market and attracted engagement in the order of 4-6% of that market. Usage of the site and time on the site increased greatly (by 33% and 81%, respectively). Clear processes are in place to track awareness (market exposure) through to interest (playing the game), desire (registering for a trial), and action (recommending or taking out a subscription). The campaign has been constructed in a modular manner to enable it to be localized and deployed around the world.