TBI Communications, a UK-based strategic marketing consultancy for scholarly publishers, recently launched 'Perfect 10', a viral marketing campaign on behalf of medical publisher BMJ Group. Targeting about 250,000 initial recipients, the campaign is projected as the first major use of viral marketing technologies in the reference information sector. It takes the form of a quiz designed to test clinical practitioners' medical knowledge and encourage them to 'challenge a friend'. Its objective is to raise awareness and instigate free trials of Best Practice, BMJ Group's new clinical decision support tool.
The quiz was produced in conjunction with Tamba Internet and features patient diagnosis and treatment questions from OnExamination, acquired by the BMJ Group in 2008. It aims to draw attention to potential gaps in clinicians' knowledge that can be filled by Best Practice. Players can add their score to a global or custom leaderboard in order to compare themselves to the friends and colleagues they challenge.
The incorporation of existing BMJ Group content is also seen to highlight the potential for publishers to repurpose latent assets in exploiting viral marketing.
