Case study: Article Level Learning and Online Advertising


At a glance

  • Article-based eLearning supported by online advertising targeting haemotologists, oncologists and other surgical groups in 10 Asian countries
  • 50,000 impressions generated – with China accounting for over half the users
  • eLearning campaign is ongoing


A global leader in blood management had recently entered the Asian market. After a recent acquisition our client needed to build awareness of the procurement among haemotologists, oncologists and other surgical groups – as well as consolidate their growth in the region.


Although online advertising alone offered a cost-effective opportunity, our client was open to exploring other engaging strategies to complement an ad campaign. So the Wiley Account Manager proposed an article-based eLearning package of multiple choice questions (McQs) hosted on Wiley’s Health Learning Portal – an ideal way to engage with target audience doctors who are awarded certificates stored in an e-portfolio.

eLearning was supported by geo-targeted online ads in three subject categories over three months in Singapore, Malaysia, Hong Kong, Philippines, Thailand, Indonesia, China, Vietnam, Taiwan and Korea.


Growth in brand awareness exceeded client expectations – the campaign generating over 50,000 impressions in target Asian countries with China accounting for over half the users. With unique users numbering more than 28,000, the eLearning campaign is ongoing.

Contact us to find out how article-based eLearning and online advertising could help engage and educate your target audience and as part of your brand marketing strategy.