Supporting MDBriefCase’s digital growth

Helping a leading healthcare education platform connect with Its audience and grow Its user base

MDBriefCase, a leader in continuing professional development (CPD) for healthcare professionals, approached Insurgency to help improve engagement with its existing users and expand its member base. After analyzing their database and understanding their audience, we discovered key issues related to trust and brand visibility. Our team implemented a multi-platform digital strategy that included targeted LinkedIn campaigns, SEO optimization, and custom content, ultimately driving significant growth and increasing course completion rates.

The "Who"

MDBriefCase is a prominent Canadian platform offering accredited CPD to healthcare professionals, including doctors, pharmacists, and nurses. With over280,000 members worldwide, MDBriefCase provides high-quality, peer-reviewed educational content aimed at improving patient care and supporting medical professionals in their ongoing education. Founded in Toronto, they have been a key player in the CPD space for over 20 years.

The "Why"

MDBriefCase reached out to Insurgency for assistance with two primarygoals: first, to deepen relationships with their existing users, and second, toexpand their user base. While the platform had a strong reputation, there wereissues with user engagement and trust in their database. The internal teamlacked clear visibility into the different types of users in their database,and there was no consistent approach to converting and retaining users. Ourrole was to create a digital strategy that would address these challenges,drive growth, and increase engagement with both new and existing users.

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The "What"

The main challenges MDBriefCase faced included:

Trust and Engagement: The platform’s database lacked trust, with no clear differentiation between active, engaged users and lapsed members.
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Brand Awareness: MDBriefCase had not effectively introduced itself to the broader market, leading to low visibility and awareness.‍
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Audience Segmentation:
- MDBriefCase needed a way to segment its audience (doctors, pharmacists, and nurses) and tailor messaging to meet the unique needs of each group.
- Insurgency recommended a plan to differentiate messaging between power users of the program and casual users

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Our goal was to implement a strategy that would address these challenges, with KPIs focused on increasing user engagement, growing the database, and improving course completion rates. Last, our client often spoke of the more “tradditional” approach to growing programs in the healthcare space (joked as the rubber chicken dinner). Our team knew that our cost to aquire new clients was less than $425/new user, and to gain great engagement for an increased life time value.

The "How"

To address these challenges, we began by conducting thorough research into MDBriefCase’s current audience, including their needs and digital behaviours. This included:

Audience Segmentation: We identified key differences in the needs of doctors, pharmacists, and nurses, and tailored the content accordingly‍
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Platform Strategy: We developed campaigns targeting LinkedIn and Google Search, which aligned with the habits and needs of the professional audience.‍
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SEO and Content Optimization: We identified key SEO opportunities to increase organic search visibility and improve traffic to the site.‍
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Analytics Implementation: We set up tracking to measure user interactions, allowing for deeper insights into user behaviour and engagement.

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Our strategy aimed to maximize conversions by creating tailored messaging, optimizing media spend, and ensuring clear, measurable results.

The "It"

Our team executed the following to support MDBriefCase’s goals:

Creative Campaigns: Developed ads and content that spoke to the specific needs of each audience group, ensuring relevance and engagement.
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Database Management: Worked with the client internal technical team to marry the marketing database to the user management database.‍

Video Content: Produced a brand introduction video to communicate MDBriefCase’s value and mission to new audiences, which was shared across platforms.‍
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SEO & WebsiteOptimization: Conducted an SEO audit and updated the website to ensure better user experience and content discoverability.‍
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Campaign Execution: Ran targeted campaigns on LinkedIn and Google Search, with personalized messaging for doctors, pharmacists, and nurses. We used retargeting and sequential storytelling to keep users engaged across platforms.

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Through these efforts, we created a cohesive digital strategy that drove engagement and provided measurable results for MDBriefCase.

The "Results"

Results / The “Results”

The results of the campaign were impressive and demonstrated the effectiveness of our approach:

Database Growth: The user base grew by over 6,000 new sign-ups (30% YoY growth).
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High EngagementRates: Over 40% of new users started courses, and 28% completed them, showing strong engagement with the platform.‍
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Re-engaged Users: Existing members were reactivated through personalized surveys and updates about new course offerings.
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Increased Visibility: MDBriefCase’s visibility grew significantly, aided by SEO improvements for greater efficiency on the SEM spend, and targeted campaigns, leading to more sign-ups and higher engagement levels.

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This campaign not only met but surpassed MDBriefCase’s initial goals, positioning the platform for sustained growth and deeper connections with its audience.

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