Case study: Physician Blog
The request: a pharmaceutical company, CME, Web 2.0
Pfizer wanted to demonstrate its commitment to mandatory CME in France and undertake a first Web 2.0 experience.
They ask Basil Strategies for advice.
Solution: a multi-author blog
Following an initial feasibility study, Basil proposed << BlogFMC.fr >> (FMC = CME in French), a multi-author blog with an easy-to-use back office.
Basil assumed content responsibility, ensured that the site would be "certification-level" and contacted physicians and professional associations.
Basil selected a Web partner, capable of working on many platforms as well as competent in SEO and SEM.
After just four months, BlogFMC had surpassed the Alexa traffic ranking of professional sites that had been active on the web for years.
The site is now also certified by HON, and 28 French physicians are registered authors.
Progressively, new functionalities have been added to the blog.
The blog won the CME prize at the French medical communication festival 2008.
