Challenges of a multichannel content campaign
In April 2020, as we faced a global pandemic and lockdowns changed the way we work, study and live, 4open – an EDP Sciences journal – published ‘Surgical guidance in the time of Covid-19’. This timely guidance combined surgery scenarios with strategies aimed at protecting patients and healthcare staff from Covid-19 infection. The guidance, based on surgery and scientific data and put together by an international team of healthcare professionals (HCPs), was published in record time. This then spurred the need for a multichannel content campaign for medical communication.
EDP Sciences quickly recognised the importance of making this medical guidance available and known to a global audience of HCPs through a multichannel content campaign. Publishing open access was a critical first step. However, with thousands of articles and journals vying for attention, open access is no guarantee of readership. EDP Sciences understood that reach and engagement don’t happen by chance – they require a multichannel content strategy.
Solution to the content challenges
DP Sciences, an STM publisher of over 70 international journals, took initial steps towards outreach to HCPs by producing a key summary of the medical guidance to share on its website and social media But to implement a full multichannel content campaign, they reached out to SciencePOD – their content creation partner.
EDP Sciences, an STM publisher of over 70 international journals, took initial steps towards outreach to HCPs by producing a key summary of the medical guidance to share on its website and social media. But to implement a full multichannel content campaign, they reached out to SciencePOD – their content creation partner.
SciencePOD already produced content for 4open’s key summaries blog. Now, it would provide a fresh stream of diverse content including interviews and videos, copy for email campaigns and social media, and aid in distribution helping EDP Sciences to deploy a truly multichannel content campaign to reach HCPs worldwide.
The diverse content SciencePOD created in support of the surgical guidance was used to reach HCPs through a variety of means to suit HCPs busy schedules, content consumption habits, channel preferences and technological ability and to facilitate their awareness of and access to the main publication, ‘Surgical guidance in the time of Covid-19’.
Results of the multichannel content campaign
“As a small marketing team, working with a specialist content creation partner that understands scholarly publishing has certainly helped to maximise our resources.
We have gained valuable insights working with SciencePOD and benefitted from its expertise. We appreciate the team’s approach which is to listen carefully to our needs and to manage interactions with our authors and editors in a sensitive and professional manner. ”
— Charlotte Van Rooyen, Director of Marketing and Communications, EDP Science
EDP Sciences was established in 1920 by a prestigious academic community of French learned societies. Members of this community included eminent scientists like Marie Curie, Paul Langevin and louis de Broglie.
Today, EDP Sciences publishes high-quality scientific journals, conference proceedings, books and magazines in a broad range of scientific, technical and medical disciplines. EDP Sciences is a publishing partner of scientific communities throughout the world.