MDBriefCase

MDBriefCase is Canada’s largest continuing medical education platform with online courses for Canadian physicians. Their goal was driving more learning engagements with their membership, composed of tens of thousands of physicians.

Their challenge was that their primary marketing channel of email was over-saturated and generating a lower return, while existing online advertisements were not geared toward generating learning engagements. Additionally, their ads for user sign-ups were not reaching the right audience.

I used Meta ads to run targeted campaigns focused on existing MDBriefCase members. These ads promoted new courses for physicians, with clear messages on how they would help physicians fulfill their continuing education requirements. This campaign ran on a moderate budget and was highly successful, with the Meta ads becoming the 3rd most popular channel for the platform overall.

To sign up new members, I ran Google Ads targeted at individuals using Google Search to find medical learning platforms. With careful filtering options in place, we identified a core demographic to focus the Google Ads ad. This targeting allowed us to reduce the cost-per-sign up for new users by over 50% in only a few months, letting us reduce the share of the advertising budget spend on Google Ads without reducing the results.

These two initiatives were significant factors in MDBriefCase exceeding its engagement and growth targets. The efficiencies from my work also meant the overall advertising budget was lowered without missing our key performance metric targets.