Case Study
Improving Digital Learning Engagement for Medical Professionals
overview
Elevating an Educational Platform for Healthcare Professionals
A national medical association sought to better understand how its online education resource platform was perceived and used by healthcare professionals. With a mission to deliver high-quality and accessible continuing education, the organization partnered with C+R Research to benchmark awareness, assess brand impact, and identify opportunities to improve content, format, and delivery channels.
THE PROBLEM
Understanding Awareness and Engagement Gaps Among Healthcare Segments
Despite the platform’s robust offerings, the organization lacked clear insights into how it was performing across its diverse user base—including physicians, residents, medical students, and nurses. Key questions included:
- How well-known is the platform among healthcare professionals?
- Does the parent brand help or hinder usage?
- What topics, formats, and channels resonate most with different segments?
- How can the platform better meet the evolving needs of its users?
The client partnered with us to deliver both strategic clarity and tactical guidance to inform future platform enhancements.
OUR APPROACH
Targeted Quantitative Research with Healthcare Segmentation
C+R designed a custom quantitative research program grounded in healthcare expertise and tailored to the client’s goals. The study included:
- A brief, mobile-friendly online survey
- A nationally representative sample of healthcare professionals across five key segments
- The survey covered:
- Awareness and usage of the platform
- Brand perceptions and their influence on platform interest
- Educational topic needs (required vs. desired)
- Preferred content formats (e.g., videos, podcasts, infographics)
- Preferred communication channels (e.g., email, clinical tools, peer recommendations)
- Barriers to engagement and areas for improvement
C+R’s analysis combined statistical rigor with deep contextual understanding of the healthcare landscape, delivering a clear, actionable plan.
The result
Strategic Direction to Improve Reach and Engagement
The research uncovered critical insights that shaped the client’s strategic roadmap:
- Low Awareness, High Potential: While familiarity with the parent organization was strong, awareness of the educational platform itself was limited. Those who had used the platform reported moderate satisfaction, indicating room for growth.
- Brand Impact Is Mixed: About one-third of respondents said the parent organization made them more likely to use the platform, but a notable minority said it made them less likely—highlighting the need for nuanced messaging.
- Content Priorities Differ by Segment:
- Most required very specific topics.
- Topics of interest extended to professional well-being, healthcare quality, and women’s health.
- Students and residents had broader topic requirements than other groups.
- Format and Channel Preferences:
- Preferred content format ranged from short videos to podcasts, and outreach preferences included email and reference tools.
- Barriers to Use: The top reasons for not using the platform included lack of awareness, preference for other tools, and perceived irrelevance. Users also cited a need for easier navigation and more relevant content.
These findings enabled the client to prioritize platform improvements, refine outreach strategies, and tailor content to better serve each healthcare professional segment.
proven experience
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