This article is based on a white paper that argues a result of +30% successfully completed courses through the Doctrina digital platform does not necessarily represent good performance. What are we compared to?
An effective marketing strategy often means picking the communication channels that the potential customers are more likely to engage with and find attractive.
Now, choosing the right marketing channels is not simple. Choices vary and you need to have a proper understanding of the benefits and drawbacks for each before making a decision. In any case, one thing is without doubt — it’s not a good idea to put all your eggs in one basket.
However, this doesn’t mean that you shouldn’t compare different areas to see what works best for you, find where you need to improve and how to adjust your strategy to move forward. If you’re not getting any engagement on social media, this means nobody is visiting the site from your online posts or interacting with your brand — so why are you spending time and energy on that?
Where you allocate your effort and money is a critical component of both marketing and life. While we don’t have a life dashboard for you (yet!), we’ve tried to help you understand how marketing channels perform.
This research is focused on different marketing channels used in today’s online marketing and compares them with Doctrina, an online e-learning platform for HCPs. Doctrina uses the percentage of successful views as a Key Performance Indicator. When an HCP views a course video (on average 7 minutes long), then proves their attained knowledge by correctly completing a test about the content, and finally provides feedback, we count this as one successfully-completed course.
Our usual success rate is +30% which means +30% of HCPs included in the course campaign completed this flow by investing time, proving their learning and providing feedback.
How does this compare to e-learning and conversion rates in general as well as other marketing channels?