{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2023,11,24]],"date-time":"2023-11-24T00:23:21Z","timestamp":1700785401542},"reference-count":0,"publisher":"Wiley","issue":"1","license":[{"start":{"date-parts":[[2012,1,1]],"date-time":"2012-01-01T00:00:00Z","timestamp":1325376000000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Learned Publishing"],"published-print":{"date-parts":[[2012,1]]},"abstract":"<jats:title>ABSTRACT<\/jats:title><jats:p>In this case study we examine how <jats:italic>Best Practice<\/jats:italic> \u2013 a clinical decision support tool from the BMJ Evidence Centre \u2013 was successfully launched into a competitive market, with social media tactics at the heart of the campaign, fully integrated with more traditional approaches. Our campaign reached over 60% of the target market and attracted engagement in the order of 4\u20136% of that market. Usage of the site and time on the site increased greatly (by 33% and 81%, respectively). Clear processes are in place to track awareness (market exposure) through to interest (playing the game), desire (registering for a trial), and action (recommending or taking out a subscription). The campaign has been constructed in a modular manner to enable it to be localized and deployed around the world.<\/jats:p>","DOI":"10.1087\/20120103","type":"journal-article","created":{"date-parts":[[2011,12,30]],"date-time":"2011-12-30T19:24:57Z","timestamp":1325273097000},"page":"17-20","update-policy":"http:\/\/dx.doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["<i>Integrating social media in the marketing mix: the case of<\/i> Best Practice"],"prefix":"10.1002","volume":"25","author":[{"given":"Melinda","family":"KENNEWAY","sequence":"first","affiliation":[{"name":"TBI Communications"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Charlie","family":"RAPPLE","sequence":"additional","affiliation":[{"name":"TBI Communications"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2012,1]]},"container-title":["Learned Publishing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/api.wiley.com\/onlinelibrary\/tdm\/v1\/articles\/10.1087%2F20120103","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1087\/20120103","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2023,11,23]],"date-time":"2023-11-23T20:41:53Z","timestamp":1700772113000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1087\/20120103"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2012,1]]},"references-count":0,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2012,1]]}},"alternative-id":["10.1087\/20120103"],"URL":"https:\/\/doi.org\/10.1087\/20120103","archive":["Portico"],"relation":{},"ISSN":["0953-1513","1741-4857"],"issn-type":[{"value":"0953-1513","type":"print"},{"value":"1741-4857","type":"electronic"}],"subject":[],"published":{"date-parts":[[2012,1]]},"assertion":[{"value":"2012-01-01","order":2,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}