PracticeUpdate Uses TrendMD to Drive Healthcare Practitioner Conversions
PracticeUpdate saw a 7.9% conversion rate, predominantly healthcare professionals, with TrendMD
The organization
As a leading educational online resource for multidisciplinary medical content and expert insights, PracticeUpdate aims to connect healthcare professionals with the news and information that matter most for patient care. Their expert, specialty-based editorial boards play a crucial role in filtering through vast amounts of medical literature, allowing healthcare professionals to focus on the most relevant updates efficiently.
Users interested in accessing the full suite of PracticeUpdate’s resources can do so by registering for free. The content available ranges from critical research and key news articles to expert opinions and educational resources, all meticulously tailored to meet the specific needs of healthcare professionals.
The Goal: Increasing Healthcare Professional Registrations
Like many sites requiring user registration, PracticeUpdate’s primary goal in partnering with TrendMD was to increase the volume of engaged readers visiting and registering on their site. Previous strategies to attract new visitors included email acquisitions, banner ads, conferences, and partnerships with various organizations—each yielding varying degrees of success.
TrendMD was introduced as a strategy for PracticeUpdate in early 2016. Throughout the year, PracticeUpdate experimented with various configurations of TrendMD’s offerings to enhance engagement and drive conversions.
The Plan: Leveraging TrendMD for Broad Content Promotion
The goal
After conducting initial tests in 2016, PracticeUpdate launched a promotional campaign in January 2017 aimed at driving registrations. Their primary objective was to achieve high-quality conversions, specifically targeting healthcare practitioners, while maintaining a low cost per conversion and increasing monthly conversions by 30%.
The Results: Exceeding Conversion Targets with TrendMD
The plan
In consultation with their TrendMD Account Manager, PracticeUpdate allocated a monthly budget and chose to promote all of their content—over 42,000 articles—across the entire TrendMD network. Rather than utilizing specialized targeting, they relied on TrendMD’s algorithm to determine the optimal content promotion strategy, ensuring that articles were promoted to the right audience.
To further encourage registrations, PracticeUpdate implemented a register/sign-in prompt displayed under the article title for readers who were not yet signed in.
The total budget was implemented in January 2017, and optimizations were made over January and February to improve the signup flow and ensure fully visualized conversion tracking.
The results
Following the optimization period, PracticeUpdate exceeded its targets in all aspects. From March to May 2017, PracticeUpdate exceeded its target number of registrants with an average conversion rate of 7.9%. Of those registrants, a majority were healthcare professionals from targeted specialties.
Through a network-wide promotion of a vast content library supported by a dedicated monthly budget, PracticeUpdate successfully attracted high-quality traffic from reliable sources via TrendMD.
