We rebranded the product from WebGP to eConsult and to eradicate the confusion resulting from a new product name, we introduced a carefully managed plan to phase out the WebGP product name.
Our research into the product defined the audience as ranging from Clinical Commissioning Groups (CCGs), responsible for the provision of Primary Care within their region, to Partner GPs and salaried GPs. Although each group has similar overall objectives, the subtle differences in each case meant that the brand application had to be carefully controlled to tailor the messaging accordingly. The website is optimised for SEO and has massively increased their search engine positioning.
eConsult's website is business critical. It is the first point of contact that it's potential clients will make and we had to ensure that a rich experience was created. Homing in on benefits, features and implementation, the user experience is direct and instant. With the intergration of video and live demos, news and case studies it gives a complete picture of the business case for using eConsult as a product.View website
We created a series of videos explaining the benefits and ease of implementation to use across the website. We also produced a promotional film that ultimately led to our client being awarded the Driving Digital Challenge award for 2016 – gaining them valuable extended awareness and credibility in a secondary market that is closely associated with their core audience. Following being successfully shortlisted to present, we produced the supporting presentation, gaining them valuable extended awareness and credibility in a secondary market that is closely associated with their core audience.
We designed a suite of sales materials including brochures, direct marketing, online and print advertising, PPT presentations and exhibition stands.
We constructed and managed social media across all major platforms including Facebook, LinkedIn, Twitter, Google+ and YouTube. Generating all content including video, images and blog articles. We commissioned sponsored editorial emails from trade publications that we identified as being market leading with eConsult's key audience. We ran general brand awareness PPC campaigns as well as remarketing campaigns to drive traffic back to the website.
In order to increase patient awareness, encourage behaviour change and promote usage of eConsult we created a suit.
As part of our patient facing materials we created a promotional video with an animated narrator to be played on GP waiting room TVs.
Generating leads from 25% of the target audience
Dr Murray ELLANDER