The Client: A Multinational Giant in Healthcare IT & Clinical Research
The client is a multinational company that operates in healthcare information technology and clinical research that helps its healthcare clients bring better results to patient care.
The Challenge: Effective Content Creation/Curation for a Specialist B2B Portal
The client faced multiple challenges in managing content creation and curation on a B2B portal that it had created for one of its product platforms aimed at health care professionals (HCPs).
With a choice of several social media and mobile apps, HCPs have access to the latest medical news and research at their fingertips. However, authentication and aggregation of such information posed a challenge, especially in economies like the Middle East and Africa. The client provided an easy solution to this by building a secure digital platform meant exclusively for verified HCPs where they could keep abreast of latest news and research and engage in discussions with fellow doctors/specialists in their region.
A year into operations, the client’s product team faced challenges in managing content on this platform and getting HCPs to freely collaborate. Content curation and finding relevant free images for news summaries became increasingly difficult. Building and nurturing an in-house team of content curators and creators in a specialist field proved to be a tedious task and a threat to efficiently sustain and expand the platform in the longer term. The client decided to approach a professional content agency to help resolve these challenges
Clearly Blue provided a tailored solution to address the client’s pain points. We offered to undertake a month-long pilot project to understand the client’s daily requirements and demonstrate the depth and breadth of our capabilities in solving the need.
Geography-specific research articles and news summaries made up the biggest chunk of content on the platform. We, therefore, put together a dedicated team of specialist curators and writers to summarize the latest medical research and news relevant to HCPs. The team was led by an account manager who served as the single point of contact with the client-side product manager. The deliverables were daily per medical specialties within a given geography. Daily and weekly reviews were done to track the quality and progress of the effort.
At the end of the pilot, Clearly Blue had successfully expanded the exclusive HCP platform knowledge repository with blogs, research & news article summaries and newsletters. We exceeded our target deliverables to the client.
The product team regained most of its time to perform its primary task – build out the platform, reach out to HCPs and add new features. Free from recruiting and training resources to manage content, the product team directed its efforts to better the experience for HCPs. Consequently, to meet the platform’s growing content needs, the client engaged with Clearly Blue for the long term to create content and manage the community on the HCP platform.
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