Article type
Year
Abstract
Background: Four years ago Cochrane launched two innovative solutions to pressing challenges in evidence production: Cochrane Crowd and Cochrane TaskExchange. In different ways these online platforms aim to increase efficiency in the production of systematic reviews and other health evidence projects. Their success depends in part on attracting evidence production stakeholders such as consumers, students and evidence production professionals to sign up and stay engaged over a period of time.
Objectives:
To build awareness of platforms within target user groups (awareness)
To build global communities of users on both platforms (acquisition)
To facilitate the journey from sign up to engagement in activities (conversion)
To engage users in evidence activities over time (retention)
To encourage users to refer colleagues and friends to the platforms (referral)
Methods:
Drawing predominantly on knowledge from the new discipline of Digital Marketing, we have designed strategies over a four year period to meet objectives across the marketing funnel; that is, from awareness through to referral. Strategies have included bringing a user journey lens to all activities, upfront analysis of target groups, clever onboarding strategies, use of appropriate social media channels, running bespoke campaigns, delivering content such as webinars, blogs and articles, offering rewards to users, and establishing an incentivised referral system. This presentation will showcase examples of specific strategies used, and outcomes of each strategy.
Results: Cochrane Crowd now has 16,000 users and the more specialised platform Cochrane TaskExchange has 5,000 users.
Conclusions: The emerging field of Digital Marketing has much to offer in terms of attracting and engaging a variety of stakeholders in the work of evidence production.
Objectives:
To build awareness of platforms within target user groups (awareness)
To build global communities of users on both platforms (acquisition)
To facilitate the journey from sign up to engagement in activities (conversion)
To engage users in evidence activities over time (retention)
To encourage users to refer colleagues and friends to the platforms (referral)
Methods:
Drawing predominantly on knowledge from the new discipline of Digital Marketing, we have designed strategies over a four year period to meet objectives across the marketing funnel; that is, from awareness through to referral. Strategies have included bringing a user journey lens to all activities, upfront analysis of target groups, clever onboarding strategies, use of appropriate social media channels, running bespoke campaigns, delivering content such as webinars, blogs and articles, offering rewards to users, and establishing an incentivised referral system. This presentation will showcase examples of specific strategies used, and outcomes of each strategy.
Results: Cochrane Crowd now has 16,000 users and the more specialised platform Cochrane TaskExchange has 5,000 users.
Conclusions: The emerging field of Digital Marketing has much to offer in terms of attracting and engaging a variety of stakeholders in the work of evidence production.