The Professional & Education division of Wolters Kluwer Health publishes products geared toward physicians, nurses, and health professionals under the brand name Lippincott Williams & Wilkins (LWW). Some of the key franchises in the LWW portfolio are their digital point of care reference products, which are typically online databases of highly structured, clinical content organized by disease state.

Wolters Kluwer brought us in to critically review one of their point-of-care reference products’ marketing strategy, and to revamp it to meet the interests and needs of their growing online communities. The project included revised product positioning, new messaging, pricing, audience development plans, and new tactics to encourage single subscription sales and repeat usage.