Mosby's Nursing Suite
Though Mosby is the most familiar and most trusted name in nursing texts, their online resources were fairly new to a market flush with competition. In order to differentiate Mosby's three web-based tools, we packaged them together and repositioned them as Mosby's Nursing Suite, a single comprehensive solution capable of meeting the needs of the entire nursing staff. To support the repositioning, we developed a campaign that centered on the assurance that comes with the Mosby name. This theme was reiterated in a new tagline, "Confidence Connected", which became the monicker for an entire multimedia campaign consisting of collateral materials, print ads, email campaigns, trade show graphics and promotions, online advertising, direct mail and website.
To tie the campaign together and urge product trial, an interactive sales promotion was designed for the website, whereby users could engage with each of the three components of the Suite. The "Confidence Challenge" demonstrated the ease with which nurses could locate trusted Mosby content and delivered a key message to nursing management: When you’re confident that your staff has the best resources behind them, you can relax a little. The promotion awarded participants a gift certificate to Bath & Body Works for a little something to help them relax and registered them for the Grand Prize, an all-inclusive spa vacation.
