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Case Studies > Saying it Differently

CMEdiary - Innovative Multi-media Tool for GPs

About the Project

CMEdiary is a First Medical conceptualized and managed service which allows time-poor doctors to manage their CME activity with the click of a button.

CMEdiary gives registered GPs access to a free, user-friendly, online diary where they can view a calendar of upcoming CME accredited events, claim CME points for events attended, record internal practice-based educational activities including personal reading and studying and track the number of CME points accumulated in any given time period.

As part of the ground-breaking multi-media service, sponsored by Pfizer, GPs receive a smart card which can be used to automatically record attendance and CME points gained at many medical conferences and events. The swipe cards interact with touch-screen kiosks and scanners at CME-accredited meetings and automatically register points to the GP’s CMEdiary.

A text facility also exists allowing busy doctors to automatically add CME points associated with a meeting attended to their personal diary.

CMEdiary was awarded the Bronze Medal at the 2010 Digital Media Awards in the “B2B Innovation” category. This awards recognises innovation in a B2B digital media project.

 

Promoting the Service

  • CMEdiary was launched with a creative photoshoot featuring well known GP, Dr Michael O’Brien and a press release issued to the medical media
  • To raise awareness of the service amongst the target audience, an eye-catching direct mail piece was developed
  • To educate doctors on the features of the service, FMC created branded welcome packs complete with a demo computer disc and smartcard
  • A comprehensive advertising campaign was also rolled out with full page adverts, inserts and wrappers in medical press
  • Branded interactive kiosks and pull-up stands featured at a range of high profile meetings

 

 

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