American Society of Clinical Pathology
How ASCP leveraged existing content in an interactive experience that created value for members, enticed non-members to join, and improved the ROI on their content investment.
ASCP already had sunk costs associated with its valuable, highly popular "Case of the Week" content. The Banter interaction leveraged that content to create a more dynamic and interactive experience with a clear business objective: to introduce prospective members to the value and benefits of ASCP membership.
ASCP wanted to maintain member exclusivity for much of its content. By capturing page metadata, Banter was able to present members and non-members with different experiences, including tailored results pages and calls to action.
The non-member experience was specifically designed to showcase the value of ASCP membership, with upsell content, CTAs, and value propositions as an integral part of the user flow.
For members, pre-existing static content was transformed into an interactive, game-like experience that more deeply engaged participants, improved social sharing, and fueled an increase in known-user, repeat traffic to the ASCP website.
This ongoing campaign has demonstrated that gamified content can result in substantive improvement in key engagement metrics—even with a very busy healthcare professional audience. The interaction continues to drive repeat traffic and membership inquiries, further deepening the relationship between ASCP and its audience.
The American Society of Clinical Pathology pursues excellence, growth, and education in pathology and laboratory medicine. With more than 100,000 members around the world, ASCP advocates for all persons in the laboratory, and the patients they care for.
Schedule a meeting to brainstorm interactive content ideas for your organization. Or tell us more about your needs and interests and explore a Banter interaction in the process.
