CLIENT:
Lippincott Nursing Education Sales Publishing within Wolters Kluwer Health
DRIVER:
Digital-native nursing students needing online solutions to help learn were challenging the traditional textbook model currently imbedded in the school culture, led by faculty course curriculum decisions.
CHALLENGE:
Lippincott Nursing Education Publishing created the next generation solutions for the students, but the message was being directed to the faculty through onsite visits from the field sales staff, which were limited to 1 per semester for existing business relationships and extremely minimal exposure for faculty using competitor textbooks.
SOLUTION:
Created and implemented direct to customer messaging and lead generation to ‘warm’ up the market regarding both the ‘ease of faculty transition’ to the digital world and the unique market solutions that Wolters Kluwer can provide.
RESULT:
Nursing Education revenues are now growing, with over $3M in new lead opportunities per semester being provided to sales and a 57% brand awareness increase to faculty and deans of nursing schools for the key digital products as of mid-2016.