HealthcareSource “Love Your LMS” Campaign
After their acquisition of NetLearning, HealthcareSource was looking to infiltrate more of the online training market within Healthcare organizations. Metal’s job was to convince the audience that, if they weren’ t happy with their current training practices—whether they be paper-based or automated—it was time to switch to HealthcareSource. This was a point that could be easily supported by their outstanding customer satisfaction scores. So Metal created this greeting-card-style approach to get the mostly female target’s attention and convince them that they deserved a more “ fulfilling” LMS relationship. The campaign garned a 3% response and the company has a few “hot and heavy” new relationships under way.