Hospital Healthcare Europe sponsored information page

Objectives

Our client wanted to raise awareness amongst secondary care clinicians of the challenges heterogeneity and invasive lobular carcinoma can present.

We developed a series of webcasts and handbooks on behalf of the client. The assets were authored by expert key opinion leaders in treating breast cancer and were hosted on a bespoke educational hub on Hospital Healthcare Europe, one of our secondary care media brands.

Our approach

Across our media brands, clients can host sponsored content. This helps to disseminate educational content across our media platforms, thereby enhancing their outreach to a broader audience. These pages can be simple hosted PDFs, or more bespoke builds with up to six tabs. These pages can include a variety of content including text, videos, podcasts, images, and hosted materials.

For this campaign, a bespoke hub was built on Hospital Healthcare Europe with two tabs, each hosting a series of educational assets. Our audience of senior clinicians and hospital department heads could access two handbooks and eight webcasts to gain a deeper understanding of the challenges that heterogeneity and invasive lobular carcinoma can present, and how HCPs can manage these challenges to improve outcomes for their patients.

The assets were developed by our Cogora: The Agency team with the support of key opinion leaders. Our design and development teams were then tasked with presenting the content in a compelling and user-friendly manner, ensuring optimal compatibility across both desktop and mobile devices.

The first series explored the challenge of heterogeneity in breast cancer, which presents issues in both diagnosing and managing the condition (pathology, challenges, clinical consequences of heterogeneity, and future approaches to treatment).

The second series covered the topic of a specific subtype of breast cancer – invasive lobular carcinoma – and followed the journey from pathology, imaging and diagnosis, through to management and surgery to treat the cancer.

During the one-year hosting period, the educational hub was promoted to our community of secondary care HCPs across Europe and the US via emails and online advertising.

In addition, to help ensure high levels of engagement across the sponsored content, the hub was promoted via our editorial Hospital Healthcare Europe newsletters, as well as being spotlighted across the Hospital Healthcare Europe website, including the homepage and oncology clinical zone.

The client was kept up to date with performance metrics for the sponsored hub via monthly campaign engagement reports.

Outcome

• 1,600+ hub views
• 500+ handbook downloads

The sponsored hub generated over 1,600 views and over 500 handbook downloads, with the average engagement time on the hub in line with that of editorial content across Hospital Healthcare Europe as a whole.

Included in the marketing was a selection of bespoke emails, generating a 56% uplift in open rate compared to the benchmark of other emails sent via Hospital Healthcare Europe. These fantastic results clearly demonstrate the validity of the tactical recommendations made by Cogora, evidencing our deep understanding of how to engage secondary care audiences.

For the opportunity to host your content on one of our sites, reaching our community of healthcare professionals, please contact us today.