RH Books 2015_HiResNoMarks_ELS 2015 Book_02-15

RED HOUSE HEALTHCARE MARKETING
1

RED HOUSE & ELSEVIER

Volume I: 2014-2015

RED HOUSE HEALTHCARE MARKETING

10 Roswell Street
Suite 200

Alpharetta, GA 30009
770.475.2103

redhousehealthcare.com

© 2016 Red House Atlanta, LLC.. Works represented in this book are the property of their respective owners. 2

RED HOUSE HEALTHCARE MARKETING
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PREFACE

Red House would like to share a review of the work that
we have completed with your team over the past year. We
applaud the marketing leadership and the perseverance
that has gone into generating such a successful body of
work. We are pleased and honored to have been a part of
the team helping drive results for Elsevier, and look forward
to a continued and successful relationship together.

We’d like to extend a special thank you to the members of
the marketing team with whom we have worked:

Mary Ann Abbruzzo-White Kristie Davis

Melissa Barber Kelly Devine-Hollander

Karen Bartlett Nick Hoffmeyer

Jamie Cheng Cara Jesperson

James Coates Shaivani Shah

Chanea Davis

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RED HOUSE HEALTHCARE MARKETING
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CONTENTS: 8

I. Lead Generation Campaigns 30
ClinicalKey Top 500 38
Stanson Health 44
Patient Engagement 50
ClinicalKey for Nursing 56
ClinicalKey Registration
Clinical Pharmacology

II. Migration Campaigns
Mosby’s Nursing Consult
MD Consult

III. Rebranding
Patient Engagement

IV. Sales Enablement

V. Content

VI. Promotional Support


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I. LEAD GENERATION

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RED HOUSE HEALTHCARE MARKETING

CLINICALKEY Reducing preventable
incidents and readmissions
GOAL:
To generate Marketing Qualified Leads (MQLs) for sales rep According to a 2014 report, one third of Medicare patients
follow-up. are harmed within skilled nursing facilities. And of those,
more than half end up back in as readmissions.2
STRATEGY:
Introduce a multi-touch lead generation campaign to DOWNLOAD NOW
key top 500 whitespace prospects. Utilize outbound
telemarketing to further qualify leads and prioritize timing. Get the Facts:
This infographic
EXECUTION COMPONENTS: shows how more
- Direct Mail effective and
- Email collaborative care
- Landing Page can reduce errors
- Outbound Calling and readmissions.

RESULTS: Did you know:
The campaign yielded a 22% response rate. • Medical errors persist as the #3 killer in the U.S.1

• $2.8 billion was spent on hospital treatment for harm
caused in skilled nursing facilities.2

Email• Over 400,000 preventable deaths occur every year.3

Empower Care Coordination with ClinicalKey
Part of Elsevier Clinical Solutions, ClinicalKey is a powerful
clinical reference solution that connects care teams to
trusted answers and current evidence whenever and
wherever they need it. Learn how ClinicalKey can help
support care coordination at your institution.

LEARN MORE PUR.SE.SFOIRRSTTE-DCLASS

PAIDMU.ASI.LPOSTAGE
SPTERLOMUITISN, MO.O1018

3M25a1ryRlaivnedrpHoertigLhatnse, MO 63043 1 Reducing waste in health care. Health Aff, Health Policy Brief. December 13, 2012.
2 Adverse events in skilled nursing facilities: national incidence among medicare beneficiaries.

February 2014. Department of Health and Human Services; Office of Inspector General.
3 James, 3 John T. A new evidence-based estimate of patient harms associated with hospital care.

Journal of Patient Safety. 2013; 9 (3): 122-128. doi: http://10.1097/PTS.0b013e3182948a69.

© 2015 Elsevier. All rights reserved.
Elsevier ClinicalKey
3251 Riverport Lane
Maryland Heights, MO 63043

AnswersForBetterCare.com

[CONTACT_FIRST_NM] [CONTACT_LAST_NM]
[[T[C[ACIOTDILTMDEYR]P__ANLNMINY]_,EN[1S]MTA]TE_NAJ1Co2Mpih3tey]nMx,[PSDHaOtioaonSteseTpSL9tit_r0aeC0leD6t ]0

Dear [name]:

Those of us who entered the world of healthcare did so out of the desire to care for others, to
provide high quality care to our patients. Sadly, numerous studies keep telling us that, despite
all of the good that we do in delivering care, preventable medical errors continue to be a major
cause of morbidity and mortality for those whom we are caring for—our patients.

Preventable inpatient deaths continue to be the 3rd leading cause of adult deaths in the United
States.1 And every day, 10,000 0f our patients suffer preventable, serious complications.2 The problem
is not confined to the inpatient setting, as greater than 5% of outpatients are misdiagnosed or
erroneously diagnosed each year, with half of those preventable errors being potentially serious.3

None of us entered the medical arena to hurt our patients, so no one is more concerned about
eliminating preventable injuries than you and we are. In trying to analyze just what is going on, it
is important to appreciate that at the root of most preventable mistakes is not provider negligence,
it is a lack of communication and coordination among providers and healthcare facilities.

The problem is two-fold. First, there is an absence of use of evidence-based medical content
to drive consistent, high quality care across the care delivery spectrum. And second, there is
inconsistent communication of information.

The good news is that today’s technology allows us to address both aspects of the care delivery
challenge, enabling whole new levels of care coordination and provider communication, and

Direct Mail

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Direct Mail

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RED HOUSE HEALTHCARE MARKETING

Today, the most accurate clinical
information comes from ClinicalKey.

Get the Full Story New Industry Statistics Ready for a Free Trial? Questions?
Read the Whitepaper Now > Download the Infographic > Experience ClinicalKey > Contact Us Now >

Care coordination is fundamental to providing better outcomes for your patients. In fact, the lack of care coordination
leads to medical errors and preventable readmissions to the tune of $25 to $45 billion dollars each year1.

Empower your clinicians to deliver consistently safe, cost-eecient care.

Better, evidence-based answers—accessed across care teams to support care coordination—are crucial to improving outcomes. ClinicalKey,
a powerful clinical search engine from Elsevier, delivers those reliable answers, quickly. Fast, informed decisions can help your clinicians
avoid errors, reduce unnecessary referrals, tests and treatments, and, potentially, avoid litigation.

Experience ClinicalKey Free for 30 Days >

What makes ClinicalKey diierent?

Fast. A streamlined navigation enables ClinicalKey Complete. With its continuously updated content,
to deliver answers in one or two clicks—saving time and ClinicalKey keeps your clinical staa current

increasing your clinicians’ productivity. across medical, surgical and nursing specialties.

Convenient. ClinicalKey integrates with your Trusted. Healthcare professionals worldwide
EHR and can be accessed through any mobile know the Elsevier name and trust our content and

device—lowering integration costs and technology to support better clinical decisions

shortening the deployment timeline. and improve patient outcomes.

1Department of Health and Human Services; OOce of Inspector General.3 James, 3 John T. A new evidence-based estimate of patient Help & Feedback
harms associated with hospital care. Journal of Patient Safety. 2013; 9 (3): 122-128. doi: http://10.1097/PTS.0b013e3182948a69.

ClinicalKey is a registered trademark of Elsevier Inc. ©2015 Elsevier Inc. All rights reserved.

Landing Page

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Direct Mail
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RED HOUSE HEALTHCARE MARKETING

STANSON HEALTH Patient-speciic decision support integrated at the point of care.

GOAL: And the analytics to drive overall quality improvement, one decision at a time.
Elsevier partnered with Stanson Health’s Clinical Decision
Support and Analytics Solution. Red House was challenged INTRODUCING STANSON ALERTS & ANALYTICS Contact Us.
to develop co-branded sales and marketing materials, and Fill out the form below for more
help fill the sales pipe. Now, there’s a powerful tool that not only provides evidence-based, widely recommended clinical decision support at the point of care, but information or to schedule a demo.
translates that information into executable logic and incorporates patient data to deliver immediate, highly specific guidance to your physicians. First Name*
STRATEGY: Last Name*
Launch a segmented lead generation program against Tested and implemented at Cedars-Sinai, Stanson Alerts & Analytics is embedded in your Epic electronic medical records (EMR) and Job Title*
Epic Systems’ clients. Drive prospects to a lead-optimized includes patient-specific alerts that help physicians avoid unnecessary and potentially harmful medical treatment. Plus, pinpoint analytics let Email*
landing page for additional information. Utilize telemarketing you see every physician order. This enables you to evaluate physician performance, positively impact physician order habits, and
to further qualify and prioritize leads for follow-up by the ultimately improve overall patient care quality. Connrm Email*
sales reps. Phone Number
HELPFUL RESOURCES Organization Name*
EXECUTION COMPONENTS: State or Province*
- Direct Mail READ READ WATCH Country*
- Email
- Landing Page Stanson Alerts Stanson Analytics In Partnership with Elsevier Additional Information or Comments
- Sales Enablement Tools
- Outbound Calling Stanson Alerts integrates more than 180 Gain better insights on your physicians’ * Required elds SUBMIT
interventions, covering 70 percent of the order habits with Stanson Analytics. Unlike
RESULTS: Choosing Wisely® recommendations— other analytics tools, Stanson Analytics
19% of target institutions responded and were considered evidence-based care guidelines developed provides actionable data on every
Market Qualified Leads (MQLs). by physicians for physicians—when and physician order. With detailed and
where your physicians need them: in real high-level dashboards already built-in,
time, at the point of care. you can:

Developed to promote doctor-patient • understand which alerts are
conversations and ensure that the right presented most frequently
care is delivered at the right time, the
Choosing Wisely alerts are designed to • have productive conversations with
help your physicians deliver care that is: physician outliers

• supported by evidence • help improve a specific department
• free from harm or group
• truly necessary
• not duplicative • identify cost-saving opportunities
• enable meaningful change in order
To ensure accuracy and effectiveness,
the content in Stanson Alerts was habits to positively impact care
implemented and tested in a live, clinical
environment to refine and optimize There are no additional resources or
alerts. It will continue to be updated as time needed to build customized reports,
new information is available and best because all reports and dashboards
practices evolve. are included.

Copyright © Elsevier 2014. All rights reserved.

Landing Page

Trying to reduce costs as you transition
to risk-based payment?

Copyright © Elsevier 2014. All rights reserved. Choosing Wisely® is an initiative of the ABIM Foundation.
© 2014. All rights reserved.

Email

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Direct Mail

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RED HOUSE HEALTHCARE MARKETING

PATIENT ENGAGEMENT In an emergency room, a key component of
treatment can be patient and family education.
GOAL:
Increase awareness and generate Marketing Qualified Across the continuum of care, LEARN
Leads for Elsevier’s Patient Engagement Solutions: Elsevier Patient Engagement MORE
- TonicTM solutions are there.
- Text
- Video Whether it’s an anxious patient looking
- Health Library
for information, or a concerned family in
STRATEGY:
Develop and execute a lead generation program to support the waiting room looking for answers,
the patient education solutions available across the care
continuum. Elsevier Patient Education delivers the

EXECUTION COMPONENTS: information they need, with age/gender/condition-specific versions of
- Direct Mail
- Email documents at varying reading levels.
- Landing Page
- Infographic Available in 12 Patientlanguages, Elsevier EPatniengt Eadguceatimon seernvets eismertghenecy now and
department patients atnhdethefirufatmuiliersew.ithBeausyt-tow-cohmaprte’hsendthmaeterriaels.ality?
RESULTS:
The campaign generated a 5.5% response rate. Elsevier Patient Education materials can make both an immediate and
lasting impact on patiEenltsse’ hveiaeltrh',sprCovhidiiengf:Medical Officer urges us to look past

the misconceptions and acknowledge the truth.

EODvenre4e,0d0s0aanddublteayLMnoEdnOAdpRReNEdiatric educational topics that cover

Patient-friendly information, meeting varying literacy levels
with standard (5th to 8th grade) and Easy-to-Read (at or
below 4th grade) reading levels.

Flexible delivery options, including print and personalized
video playlists, documented in the patient’s health record

Why Health Literacy Should
Be Healthcare’s Next Priority

What is health literacy? The other 88%: are more likely © 2015 Elsevier, Inc. All rights reserved.
to take incorrect
The ability to obtain, understand, and use health are less likely to drug dosages Email
information to make appropriate health decisions use preventative
care2 are more likely to INTERACTIVE PATIENT EDUCATION:
skip necessary tests3 accurate, easy-to-understand print and video on
may not schedule thousands of health topics, covering every step
12%Only of adults living in the U.S. critical follow-up of a patient’s journey
visits correctly HEALTH LIBRARY:
consumer-facing library of health topics,
are at risk for including medications, labs, diseases, wellness,
poorer overall and more, accessed through your facility’s
health status4 website or patient portal
DATA COLLECTION BY TONIC:
are proocient in health literacy1 the world’s best patient data collection platform
streamlines processes and provides your team
Annual Healthcare Costs $13,000 with real-time, predictive analytics

U.S. Individuals © 2015 Elsevier, Inc. All rights reserved.

Between $106 billion and $238 billion $3,000 Average annual healthcare
The estimated annual cost of low health literacy Average annual healthcare cost for a person with
to the U.S. economy5 cost for a person with low health literacy7
high health literacy6

What can healthcare institutions and public
health systems do to help solve the problem?

The Challenges

READING LITERACY VERBAL LITERACY

8th Grade 10th Grade Patients may hide their confusion
from caregivers because they’re too
Average reading Average reading embarrassed to ask for help, causing
level of adults level of most verbal communication breakdowns
nationwide health-related
information7

The Solution: First Steps

Provide care teams with Assume patients have low
tools to assess patient health literacy until you can
health literacy levels
connrm otherwise8

Encourage the use of Consider a “teach back” Remove unneeded complexity
plain language in written strategy in which patients from treatment regimens10
materials and in verbal explain back health concepts

communication in their own words9

Recognize that the current care system must change

Increasing health literacy will require a commitment from leadership at all levels of care. Health
literacy advocates are needed to encourage greater awareness of the far-reaching impact of this
issue. Health literacy should be a national priority.

1 Koh, HK, Brach C, Harris LM, and Parchman M. A “proposed health literate care model” would constitute a systems approach to improving patients’ engagement in care. Health AA.
2013;32(2): 356-357.

Infographic2 IOM and Nielsen-Bohlman L, Panzer AM, Kindig DA. Health Literacy: A prescription to end confusion. Washington DC: The National Academies Press; 2004.

3 IOM and Nielsen-Bohlman L, Panzer AM, Kindig DA. Health Literacy: A prescription to end confusion. Washington DC: The National Academies Press; 2004.

4 IOM and Nielsen-Bohlman L, Panzer AM, Kindig DA. Health Literacy: A prescription to end confusion. Washington DC: The National Academies Press; 2004.

5 Vernon J, Trujillo A, Rosenbaum S, DeBuono B. Low Health Literacy: Implications for National Health Policy. University of Connecticut. Storrs, CT: National Bureau of Economic Research;
2007.

6 Weiss B. “Health Literacy: A Manual for Clinicians,” JAMA; 2007; 306 (10): 1122-1129.

7 Kutner M, Greenberg E, and Baer J. A rst look at the literacy of America’s Adults in the 21st century. National Center for Education Statistics; 2006.

8 Koh, HK, Brach C, Harris LM, and Parchman M. A “proposed health literate care model” would constitute a systems approach to improving patients’ engagement in care. Health AA.
2013;32(2): 356-357.

9 Koh, HK, Brach C, Harris LM, and Parchman M. A “proposed health literate care model” would constitute a systems approach to improving patients’ engagement in care. Health AA.
2013;32(2): 356-357.

10 Pashe-Orlow M. Caring for patients with limited health literacy. JAMA. 2011;306(10):1122-1129.

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RED HOUSE HEALTHCARE MARKETING

Landing Page
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Direct Mail

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RED HOUSE HEALTHCARE MARKETING

CLINICALKEY FOR NURSING ClinicalKey for Nursing:

GOAL: trusted answers for trusted caregivers
The campaign was designed to increase awareness
and consideration of ClinicalKey for Nursing by targeting GET YOUR EXCLUSIVE DAY
institutions that currently have ClinicalKey for physicians.
FREE TRIAL
STRATEGY:
Develop a series of online and offline communications REGISTER FOR YOUR FREE TRIAL
introducing ClinicalKey for Nursing. All components
drive readers to a landing page to learn more about the REGISTER FOR YOUR FREE TRIAL
new nursing content available. The call to action for the
campaign was a free 60-day trial of ClinicalKey for Nursing. © 2015 Elsevier. All rights reserved.

EXECUTION COMPONENTS: Every hour, your nurses
- Landing Page face tough decisions.
- Email
- Direct Mail Now, there’s a trusted resource to help
make them.
RESULTS:
The campaign exceeded the MQL goal by 600%. SEE CLINICALKEY FOR NURSING IN ACTION FREE

FOR DAYS

REGISTER FOR YOUR FREE DAY TRIAL

Email

REGISTER FOR YOUR FREE DAY TRIAL

© 2015 Elsevier. All rights reserved.

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Direct Mail
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RED HOUSE HEALTHCARE MARKETING

TRUST
CLINICALKEY FOR NURSING

To give you all the information you need, how and where you need it.

Start your 2-month trial today

Learn more about how ClinicalKey for Nursing
meets the informational needs of your nursing staa.
And, try it free for 60 days to see how providing
ClinicalKey for physicians and nurses can help your
institution enhance patient care and promote
collaboration across healthcare teams.

REGISTER FOR YOUR FREE -MONTH TRIAL

Better care begins with access to better information

Your patients trust your nurses. Your nurses and nurse educators need answers they can trust in any setting or scenario.
Whether they are directly caring for patients, creating policies, or collaborating with care team members to increase
standardization, having trusted, evidence-based answers is crucial in the eeorts to maintain consistency, reduce costly
medical errors, and improve patient outcomes.

Now you can give your nursing staa fast, easy access to trusted information all in one place, helping them deliver better
care, with ClinicalKey for Nursing. This new ooering allows nurses to bypass the process of siiing through materials
created for physician purposes, or searching unreliable sources, and gives them information that is directly relevant to their
daily activities and needs. Authoritative, nursing-speciic content and custom features can help your nurses:

• Save time by giving nursing staa access to a single • Ensure that educators have access to the best resources
resource that delivers all the answers they need (drug to create the best policy
information, disease overviews, skills, patient education,
and more) • Enable quick nursing action, promote standardized care
and adherence to policy by providing easily accessible
• Improve consistency of care and maximize time evidence-based answers from trusted sources
with patients

ClinicalKey ooers the information needed to support nursing care, which includes:

• Monitoring for complications • Administering medication
• Providing patient education • Managing nursing policy

SHARED CONTENT IMPROVES OUTCOMES
By empowering both physicians and nurses with ClinicalKey, the entire care team can deliver a more collaborative,
consistent care experience that is, ultimately, safer and supports a more positive outcome.

REGISTER FOR YOUR FREE -MONTH TRIAL

Trusted content for nursing

ClinicalKey’s nursing content collection is indexed daily and continues to grow as new resources are published,
ensuring that every decision you make is based on the most current evidence.

Integration with Mosby’s Skills Books
Topic Pages
Mosby’s Evidence-Based Nursing Monographs Elsevier’s world-renowned nursing books,
Customizable Patient Education Handouts including AACN’s Core Curriculum for
Gold Standard Drug Monographs Critical Care, Sheehy’s Manual of
Core Measures with Nursing Recommendations Emergency Care, Mosby’s 2015 Nursing
Books Drug Reference and Alexander’s Care of the
Journals Patient in Surgery
Videos
Images
Practice Guidelines
Labs and Diagnostics
Mosby’s Clinical Updates
Integrated Dorland’s Dictionary
MEDLINE Abstracts
Clinical Trials

REGISTER FOR YOUR FREE -MONTH TRIAL

Landing Page

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Direct Mail

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RED HOUSE HEALTHCARE MARKETING

CLINICALKEY REGISTRATION CAMPAIGN Email
GOAL:
Gain a 10% lift on the total number of ClinicalKey users Sign up for a personal account on
within the existing client base of health systems. ClinicalKey, our online resource for
STRATEGY: access to trusted answers.
Launch a promotional campaign to medical librarians of
current institutional customers. Introduce a contest for Outlook Template
increasing the number of ClinicalKey users within their
institution. Leverage the librarians’ influence to promote
subscriptions. Track librarians’ engagement and reward
highest participation.
EXECUTION COMPONENTS:
- Direct Mail
- Email
- Posters
- Outlook template for librarians’ use
RESULTS:
The campaign resulted in a 15% increase in ClinicalKey users.

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Direct Mail

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RED HOUSE HEALTHCARE MARKETING

TRY IT

Trusted clinical information
at your fingertips.

Go to ClinicalKey.com and click the Register link to get started!

You have access to ClinicalKey through our institution’s subscription. Take the next step and register for a free
personal account and get fast access to trusted answers, available on any device, wherever you are.

BENEFITS OF HAVING A PERSONAL ACCOUNT SIGN UP TODAY
1. Visit ClinicalKey.com within your institutional network or IP range.
• Save, organize and share content • Customize patient education handouts 2. Click the Register link.
• Retain your search history • Activate New Issue Alerts for your 3. Enter required data – your email address will be your username.
• Manage multiple presentations with the 4. Confirm your password by re-entering it.
favorite journals
Presentation Maker • Earn and track CME credits (0.5 AMA Find your clinical answers today!
• Mobile access
PRA Category 1 Credit™) for qualified
searches

Poster

25

This is a
good sign.

Trusted clinical information at your fingertips.

Go to ClinicalKey.com and click the Register link to get started!

You have access to ClinicalKey through our institution’s subscription. Take the next step and register for a free
personal account and get fast access to trusted answers, available on any device, wherever you are.

BENEFITS OF HAVING A PERSONAL ACCOUNT SIGN UP TODAY
1. Visit ClinicalKey.com within your institutional network or IP range.
• Save, organize and share content • Customize patient education handouts 2. Click the Register link.
• Retain your search history • Activate New Issue Alerts for your 3. Enter required data – your email address will be your username.
• Manage multiple presentations with the 4. Confirm your password by re-entering it.
favorite journals
Presentation Maker • Earn and track CME credits (0.5 AMA Find your clinical answers today!
• Mobile access
PRA Category 1 Credit™) for qualified
searches

Poster

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RED HOUSE HEALTHCARE MARKETING

CLINICAL PHARMACOLOGY The most complete drug
information — when and where
GOAL: you need it.
Generate leads and broad awareness for Elsevier’s drug
reference suite of products, including: Click here to
- Clinical Pharmacology learn more today
- Gold Standard
- VUCA Health (MedsOnCue) Elsevier has delivered reliable drug information to healthcare workers for
150 years, and now we’ve made it even easier to access.
STRATEGY:
Utilize content marketing promoted through a series of Discover Our Solutions
emails to the target audience. • Clinical Pharmacology allows you to access our database through

EXECUTION COMPONENTS: mobile devices, desktop, and your EHR.
- Email • Gold Standard is a trusted drug database with alert intelligence, patient
- Microsite
education, and daily updates.
RESULTS: • MedsOnCue by VUCA Health, in partnership with Elsevier, is a video
The email campaign yielded a 5% response rate
with 14% conversion. library that provides patients with brief, informative instructions at
bedside or at home.

Comprehensive drug reference,Our solution suite gives clinical pharmacists and other clinicians

easy access to the information they need to reduce costs and improve

patient outcomes. wherever it’s needed.

Learn More Click here to
request a demo

Copyright 2015 Elsevier Inc. All rights reserved.

Clinical Pharmacology saves pharmacists and clinicians time accessing
medication information and is available from any device. Independent
research has called Clinical Pharmacology the most complete and
dependable drug reference solution on the market today.
Clinical Pharmacology references the Gold Standard Drug Database to
help clinicians make smarter decisions. Gold Standard offers:
• Modular technical architecture
• Real-time information updates
• Point-of-care decision support

Request a demo

Copyright 2015 Elsevier Inc. All rights reserved.

Email

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Elsevier’s Drug
Reference Solutions

Quick access to trusted Patient-friendly A comprehensive drug database
medication answers. drug information. with a exible structure.

Pharmacists and nurses can nd thorough Provide clear guidance to patients using The Gold Standard Drug Database
drug information quickly by using Clinical short, mobile-viewable videos from consolidates the latest drug information into
Pharmacology. Our web-based tool provides
access to clinical reports, patient education, MedsOnCue by VUCA Health, in partnership a modular design to t a variety of
with Elsevier. MedsOnCue makes it easy for institutions. Advanced logic limits alert
and more. fatigue. Integrate the Gold Standard Drug
providers to share drug information with Database into your existing electronic health
their patients, and easier for patients to access
records workkow.
and understand.

The most accurate, current, and complete drug information — when and where you need it.

Contact Us Job Title City State Zip
Role Country
First Name Street Address Role
Last Name Address Line 2 Organization Type
Email
Phone Submit
Institution

2015 © Copyright Elsevier Inc. All Rights Reserved

Microsite

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RED HOUSE HEALTHCARE MARKETING
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I I . M I G R A T I O N
C A M PA I G N S

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RED HOUSE HEALTHCARE MARKETING

MOSBY’S NURSING CONSULT UPGRADE NOTICE: Mosby's
Nursing Consult is upgrading
GOAL: to ClinicalKey for Nursing.
Elsevier was sun-setting the Mosby’s Nursing Consult
solution and needed to migrate all current customers to the Mosby's Nursing Consult will sunset on December 31, 2015.
new ClinicalKey for Nursing platform. The goal was to make
the audience aware of the transition, educate them about To significantly enhance your clinical search experience, Mosby's
ClinicalKey for Nursing and encourage early adoption with a Nursing Consult is upgrading to ClinicalKey for Nursing, giving you
free trial. the ability to search more trusted information more quickly.

STRATEGY: Your institution will have access to ClinicalKey for Nursing and Mosby's
Develop messaging around current pain points to generate Nursing Consult until Mosby's Nursing Consult retires on December
curiosity and build excitement for ClinicalKey for Nursing 31st, 2015.
using online and offline tactics.
Now, you can find better answers when and where you need them with:
EXECUTION COMPONENTS: • Intuitive search
- Disruptive Mailer • Shortcuts to topic overviews
- Email • Links to more in-depth information
- Banner Ads • Mobile access anywhere you need it
- Landing Page • Presentation Maker
- Video
See how ClinicalKey for Nursing delivers world-class answers at the
RESULTS: UPGRAsDpEeeNdOoTfIyCoEu:. Mosby's Nursing Consult is upgrading to
The campaign influenced 87% of institutions to request ClinicalKReeygifsotrerNtuorsAincgce. ss ClinicalKey for Nursing Now >
early access to the ClinicalKey for Nursing platform.
You've heard and read how Mosby's Nursing Consult is
upgrading to ClinicalKey for Nursing, but now you can try it for
yourself. YourRuepggirsatdeer ftorCUlinpicoamlKeinygfoWr NeburinsianrgsistoaLveaailarnble
right now. More About ClinicalKey for Nursing

See how ClinGicuiadeldKTeouyr: CfolinricNalKuerysfoirnNgurdsinegli–v1e0/r2s3, 1epvmidESeTnceRE-GbISTaERsed
answers fast.

Register to GAucidecdeTosurs: CNlinoicawlKey>for Nursing – 11/5, 11am EST REGISTER

© 2015 Elsevier. All Rights reserved. REGISTER
Guided Tour: ClinicalKey for Nursing – 11/17, 3pm EST

Guided Tour: ClinicalKey for Nursing – 12/10, 11am EST REGISTER

Email

© 2015 Elsevier. All Rights reserved.

UPGRADE NOTICE:
Mosby's Nursing Consult is being
upgraded to ClinicalKey for Nursing,
Elsevier's state-of-the-art clinical information
platform. Mosby's Nursing Consult will

retire on December 31, 2015.

>

Banner Ad

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Disruptive Mailer
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RED HOUSE HEALTHCARE MARKETING

UPGRADE NOTICE:

Mosby's Nursing Consult is being upgraded to
ClinicalKey for Nursing.

And taking advantage of all the new features is easy!
Packed with the same trusted content as Mosby's Nursing Consult plus
important new features and more multimedia, ClinicalKey for Nursing is
enhanced with Smart Search, so you can get clear answers more quickly
and eeciently for faster point-of-care decisions. You simply start typing a
query and Smart Search goes to work immediately, ooering shortcuts to
topic overviews and links to more in-depth information.

NOTE: YOUR INSTITUTION WILL HAVE ACCESS TO CLINICALKEY FOR NURSING AND MOSBY'S NURSING CONSULT
UNTIL MOSBY'S NURSING CONSULT RETIRES ON DECEMBER ST, .

Get instant access to ClinicalKey for Nursing now! Fill out the form below.

Institution Country

Guided Tour: ClinicalKey for ACCESS NOW
Nursing Webinar
Register for Upcoming Webinars to Learn
Thursday, November 5, 11:00 AM EST More About ClinicalKey for Nursing
PRESENTED BY: Claudia Vaughn, Product Director,
Nursing Reference Guided Tour: ClinicalKey for Nursing – 10/23, 1pm EST REGISTER
Guided Tour: ClinicalKey for Nursing – 11/5, 11am EST REGISTER
Join the webinar to learn about the powerful clinical search Guided Tour: ClinicalKey for Nursing– 11/17, 3pm EST REGISTER
engine platform that Mosby’s Nursing Consult will be upgraded Guided Tour: ClinicalKey for Nursing – 12/10, 11am EST REGISTER
to - ClinicalKey for Nursing. 
Have questions?
A technology platform that moves at
the speed of nursing. Ask us now!

Our Smart Search technology is more intuitive than
traditional clinical search engines because it thinks
like a nurse. It understands medical terminology,
abbreviations, acronyms and procedures, so it
recognizes the meaning of search terms, and
searches for related concepts automatically.

The result: you get the clinically relevant answers
you need, faster than ever before.

• Everything you need in a single resource. No need
to check multiple resources - topic overviews, drug
information, reference articles, and more
• Quick answers when time is of the essence,
in-depth answers when time allows
• Content is continuously updated and always current
• Presentation Maker allows you to save images to
presentations as soon as they’re found– without
interrupting work

Institutions that subscribe to both Clinical Skills and ClinicalKey for
Nursing will be able to seamlessly access their skills in
ClinicalKey for Nursing.

LEARN MORE ABOUT A CLINICAL SKILLS SUBSCRIPTION TODAY.

© 2015 Elsevier. All Rights reserved.

Landing Page

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Video

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MD CONSULT Your MD Consult subscription ends
in 15 days. How will you replace it?
GOAL:
Effectively migrate current MD Consult to the new Switch to ClinicalKey. It’s faster, more convenient, and complete.
ClinicalKey platform.
FREE TRIAL
STRATEGY: PLUS 15% OFF
Introduce a migration campaign targeting current customers
based on the expiration date of their current solution. when you upgrade to
Then offer a free trial of ClinicalKey and a discounted ClinicalKey today.
subscription price.
LEARN MORE START FREE TRIAL >
EXECUTION COMPONENTS:
- Email Enter promo code MDC15
- Landing Page
- Banner Ads In 30 days, you’ll need a solution to
replace your expiring MD Consult
RESULTS: subscription.
The migration campaign drove over 8,000 visits to the
information site. Introducing ClinicalKey. Get it now, and save 15%.

© 2014 Elsevier. All rights reserved. FREE TRIAL
PLUS 15% OFF

when you upgrade to
ClinicalKey today.

LEARN MORE START FREE TRIAL >

Enter promo code MDC15

Email

© 2014 Elsevier. All rights reserved.

35

BEGIN YOUR DAY TRIAL CONTACT US

FREE TRIAL 15 OFFIt’s time for Elsevier’s ClinicalKey.
plus %

ANNUAL SUBSCRIPTION*
With MD Consult being phased out, start nding better answers now with ClinicalKey.

(Enter promo code MDC15)

TRY NOW BUY NOW

Elsevier is committed to providing the best clinical solutions
possible. That’s why we’re phasing out MD Consult at the end of
this year, and focusing our resources on a clinical reference solution
speciically developed to meet your needs today: ClinicalKey. You
can continue to use MD Consult until your subscription expires, but
it is no longer available for renewal.

For years, you’ve relied on Elsevier for trusted answers to support
your clinical decisions. Now, ClinicalKey can help you nd them

ClinicalKey helps get you to your answer more eeciently.

Smart Search starts working as you
type, providing relevant answers to
direct diagnosis or treatment questions.
It also ooers shortcuts to topic overviews
and related clinical concepts.

New Topic Pages on more than 1,400
disease conditions provide a
comprehensive overview covering risk
factors, clinical manifestations, treatments
and more for quick point-of-care
decisions. Resource links provide
recommendations for a deeper dive.

Browse Feature allows you to easily
access speciic books, journals, and
other resources.

New Mobile Optimization provides
access to trusted answers anytime,
anywhere, on any device.

Core Content covers all specialties and is included in every subscription.

In addition to specialized content, every ClinicalKey subscription includes Core Content across all specialties:

• Goldman: Goldman's Cecil Medicine 24e • Patient Education – ExitCare, LLC

• Chernecky: Laboratory Tests and Diagnostic Procedures 6e • Patient Education – Ferri’s Netter Patient Advisor

• Bope: Conn's Current Therapy 2014 • MEDLINE

• Ferri: Ferri's Clinical Advisor 2014 • Patient Education – Elsevier Gold Standard

Landing Page• Drug Mongraphs

• Patient Education – American Academy of Family Physicians
• Clinical Trials
• Guidelines Summary

• First Consult

And with smart ltering that instantly sorts content by source type, study type and date, ClinicalKey helps you nd the right answers faster.

Specialty Collections

ClinicalKey subscriptions are available in more than 40 medical and surgical specialties, and include access to Core Content, so you’ll have
additional resources outside your specialty. And because it’s indexed daily, you can be assured that each collection includes the most current
content available for your specialty.

Top available specialties include:

Copyright © Elsevier 2014. All rights reserved. Banner Ads

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37

III. REBRANDING

38

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PATIENT ENGAGEMENT Flyer
GOAL:
Develop a centralized brand story for Elsevier’s Patient ELSEVIER PATIENT ENGAGEMENT
Engagement solutions: Text, Video and TonicT.M
- Unify the position of the products to tell the Elsevier Patient Engagement across the care continuum, with
patient engagement story information you trust.
- Test and validate the centralized brand story
- Create marketing collateral and a new website based on Dear [name of contact],
unified story Thank you for your interest in Elsevier Patient Engagement solutions. I think you’ll quickly discover
STRATEGY: how and why our solutions can help your patients become active participants in their healthcare—and
Utilize primary and secondary research to gain an give you the critical data you need to improve outcomes.
understanding of the market dynamics, competitive
landscape and current perceptions of patient engagement You’ll notice one key feature immediately: Elsevier Patient Engagement solutions offer you and your
among the target audience. patients the quickest, easiest access to the same evidence-based information you already know and
Apply findings to develop the content and design of a new trust. Solutions include:
microsite that unifies the product and collateral for the
sales reps. • INTERACTIVE PATIENT EDUCATION: educate patients with accurate, easy-to-understand
EXECUTION COMPONENTS: print and video on thousands of health topics, covering every step of a patient’s journey and
- Microsite integrate with your EHR
- Partner Page
- Overview Flyer • HEALTH LIBRARY: empower patients to participate in their care with consumer-facing
- Outlook Template materials that they can access on their own through the patient portal or facility website
- Infographic
- Sales Pitch Deck • DATA COLLECTION BY TONIC: engage patients with a revolutionary data collection
- Thought Leadership Blog Page platform that streamlines processes and provides your team with real-time, predictive
analytics, leading to better data and better care
39
Elsevier Patient Engagement solutions give you the best of both worlds: information and technology
that get patients actively engaged in their healthcare, and cost-saving, relationship-building benefits
that help you stay in compliance.

If you want to see it in action, I would welcome the opportunity to answer your questions over the
phone or in person. Please feel free to call me at ((number)), or e-mail me at ((e-mail address)).

Thank you. I look forward to hearing from you.

[name of sales rep]

Outlook Template

Microsite

40

RED HOUSE HEALTHCARE MARKETING

Thought Leadership Blog Page
41

Partner Page

42

RED HOUSE HEALTHCARE MARKETING
43

I V. S A L E S
ENABLEMENT

44

RED HOUSE HEALTHCARE MARKETING

COLLATERAL SUPPORT
EXECUTION COMPONENTS:
- Sales Pitch Deck
- Proposal Template
- Email Template
- Infographic
- Flyer
- Sales Proposal
- Sales Sheet

45

Proposal Template

Sales Pitch Deck

Sales Proposal

46

RED HOUSE HEALTHCARE MARKETING

MD CONSULT IS
BEING PHASED
OUT THIS YEAR.

Fortunately, a better solution is already available.

YOUR MD CONSULT
LICENSE WILL
EXPIRE SOON.

Ensure your physicians will still have access to the
content they know and trust.

Email Template
47

Elsevier Patient Engagement UPGRADE NOTICE: Mosby’s Nursing Consult
Health Library is being upgraded to ClinicalKey for Nursing.

Provide access to trusted health ClinicalKey for Nursing—Elsevier’s clinical search engine—helps nurses quickly and efficiently
information directly to your patients. find the clinical answers they need anytime, anywhere.

Elsevier’s newest product is a consumer-focused health library providing Your nurses will have access to the most trusted, evidence-based clinical content—delivered with the
valuable information on a wide variety of topics, including medications, flexibility they need, whether bedside or on the go—from the solution created to complement their
symptoms, diseases, conditions and wellness information. demanding routine: ClinicalKey for Nursing.

Flyer Complete Fast
ClinicalKey for Nursing’s complete Elsevier ClinicalKey for Nursing thinks like your nurses,
content gives nurses the information they need at so from the first keystroke, Smart Search offers
the point of care, so they can more easily support shortcuts to topic overviews and related clinical
and carry out treatment plans, customize patient concepts, saving your nurses critical time when
education materials, reference drug dosing they need it the most.
information, lab values, practice guidelines, and
much more using one single resource. Your institution will have access to ClinicalKey for
Nursing and Mosby’s Nursing Consult until Mosby’s
Current Nursing Consult sunsets on December 31, 2015.
Content is continuously updated and current to
ensure that nurses stay in the know and can provide
the most effective care to all of their patients.

Visit www.clinicalkey.com/info/upgrade for details and register to access ClinicalKey for Nursing.

Copyright © Elsevier 2015. All rights reserved.

Sales Sheet

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RED HOUSE HEALTHCARE MARKETING
49

V. C O N T E N T

50