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As with many Cognition projects, our approach started with psychology. We conducted a programme of qualitative one-to-one interviews with foundation doctors and dentists to better understand their decision-making processes.
Our findings tested the MDU’s assumptions, and gave us valuable insights into the incentives, messaging and imagery needed to maximise recruitment and retention.
This ’Data System’ directly informed the creative. Our in-house illustrators worked on arresting designs to resonate with the audience and drive conversion. We then ran further interviews with doctors and dentists to review the creative and refine our content.
These market-tested assets were activated with email and social media campaigns, all orchestrated via HubSpot.
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Our thorough, creative and psychology-led approach delivered strong results for the MDU. The year-on-year retention rate for foundation doctors and dentists increased from 85% to 94%, while the campaign incentive saw a 55% direct response rate.
Nicola Morgan, MDU Head of Marketing:
‘The campaign response and retention rates have been extremely positive. It’s getting tougher and tougher to improve our results each year, but with the support of Cognition we’ve achieved a significant increase in our retention rate to more than 94%.
‘The messaging and creative really resonated with the audience. And bearing in mind that Foundation medics are typically the largest group of opt-outs from marketing, we are delighted with the results.
‘Cognition have helped us set the bar high - we’re looking forward to continuing this partnership and seeing if we can set it even higher.
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