BMJ Group has built a community of more than 15,000 medical and other healthcare professionals since it began using the Pluck social media platform for doc2doc.bmj.com, its clinical community website, earlier this year.
Pluck was given a brief from the BMJ Group not only to build a community of medical professionals, but also to change the way in which information is made available to that community.
The community was scheduled to reach 10,000 by the end of 2009 but Pluck helped BMJ achieve the target four months ahead of schedule, exceeding new site registration targets by 20 per cent and managing hundreds of discussions, comments and other submissions as the community grew.
“Pluck’s tools and expertise enabled us to build a community, from scratch, of 15,000 active, engaged members in just eight months, four months ahead of target,” said doc2doc editor David Payne. “The flexibility of their application server is now helping us expand community throughout the BMJ Group with minimum effort and cost.”
Pluck software services are integrated into a wide variety of publishers, including a number of UK national newspapers, consumer publications and business titles. Pluck enables more than 3 billion social media interactions each month.
“It has generally been B2C publishers that have got the most from social media platforms, but the incredible success the BMJ Group has had shows that it can work just as well in the B2B space,” said Stephanie Himoff, Vice President of European Sales and Business Development for Demand Media.
“The sharing of content amongst medical professionals was a key objective for the BMJ, and Pluck has helped the Group change the way information is made available, encouraging interaction, engagement and debate across the site.”
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