1. +

2. The Situation
The American Nurses Association came to
ab+c to help rebrand and drive demand for
their National Database of Nursing Quality
Indicators (NDNQI). Their end goal was to
build enough interest in the product to make
it more desirable for a third party to purchase
the entire business line.

3. Rebranding

5. The Strategy
Working with ANA’s sales staff, we identified the
factors prospects consider when deciding on a
tool to track nursing quality indicators (cost,
patient safety, staff satisfaction, etc.). We then
developed a content strategy that delivered
useful information via webinars and white papers
to the target audience and drove them to a lead
capture form on a website we created
(http://ndnqi.a-b-c.com). We also developed a
new identity package and trade show booth
graphics, and email, digital and direct mail
support materials.

7. Quality Brief #1
Lead Gen campaign

8. Email

9. Display Ads

10. 2,976 Leads

11. Summary and Recommendations
In Q1 2014, ab+c ran a digital media campaign for ANA targeting decision makers within hospitals. The call-to-action was to download
NDNQI’s quality brief titled “Reducing Falls. Increasing Quality.” We used Google and Bing/Yahoo search engines, targeting keywords
around the quality indicators with hospitals. We also targeted NDNQI’s brand name to drive highly qualified visits to the site.
Both Google and Bing/Yahoo ran a variety of text ads that were relevant to the keywords.
We also used the HealthLeaders.com white paper program to push the paper out to its visitors.
Since ANA operates a large number of sites that target the audience we were looking to reach, we ran banner ads on them directing
visitors to the landing page where they could download the quality brief.
Overall, the paid search campaign was successful, driving 2,754 clicks to the website and 149 downloads of the quality brief.
HealthLeaders.com produced 19 leads, and ANA-operated sites drove an additional 1,341.
Q1 2014 Digital Media Report
In Q1, the paid search campaign delivered more than 45K impressions and 2,754 clicks.
The CTR was 6.07%.
Q1 2014 Impressions Clicks CTR Conversions Spend CPL CVR%
Google AdWords 43,950 2,689 6.12% 148 $1,416 $10.57 4.98%
Bing Ads 1,420 65 4.58% 1 $54 $54 1.54%
Total 45,370 2,754 6.07% 149 $1,460 $9.79 5.41%

12. Q1 2014 Digital Media Report
23,350 25,760 24,019
3,191
3,340 3,162
15,003
16,384
15,194
1,269
1,428
931
1,628
2,273
881
0
10,000
20,000
30,000
40,000
50,000
60,000
Jan-14 Feb-14 Mar-14
Traffic Drivers to NDNQI.org
Paid Media
Paid Search
Organic Search
Referral
Direct
Direct
52%
Referral
7%
Organic
Search
34%
Paid Search
3%
Paid Media
4%
Traffic Drivers to NDNQI.org
(Q1 2014)
• Paid media drove 4% of all traffic to the site. This included banner ads and enewsletters from Nursing Insider, Member News,
ANA SmartBrief, Beckers, Nursing World and American Nurse Today.
• Paid search drove 3% of all traffic to the site. This included text ads from Google AdWords and Bing Ads.
• Direct Traffic (those typing the URL directly into their browser) consistently drives the most traffic month after month, totaling
52% of all site traffic. This is most likely from those clicking the log-in button on the site.

13. Q1 2014 Digital Media Report
11,351
32,599
15.19%
2.96%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Brand Quality Brief
Google AdWords Impressions and CTR
Impressions CTR
AdWords Campaign
Engagement Visits
Pages /
Visit
Avg. Visit
Duration
% New
Visits
Bounce
Rate
Brand 2,519 3.8 3:20 32.63% 12.23%
Quality Brief 994 4.5 2:00 64.39% 33.70%
Total 3,513 4.0 2:57 41.62% 18.30%
• Google AdWords garnered 44K impressions and
2,689 clicks to the site. The CTR was 6.12%.
• Although the Quality Brief ad group garnered the
most impressions (33K), the Brand ad group had the
highest CTR (15.19%).
• 3,513 visits were driven to the site. Visitors spent
2:57 on the site and viewed 4.0 pages of content.
• The bounce rate was very low at 18%, which means
visitors continued to click around the site after being
driven to the landing page.
• These visits resulted in 148 downloaded reports (a
5% conversion rate).
• The cost per lead for Google AdWords was
$10.57.

14. Conference Materials
and Follow-Up

15. Print Collateral

16. Email
Template

17. Webinar
Lead-Gen Campaign

18. Direct Mail

19. Email

20. 1,232 Leads

21. Reporting
On the site, we tracked visitors’ individual
behaviors through a dashboard. This helped
the sales team qualify leads and know which
factors were most likely to hit home with each
prospect. Prospects were added to a lead
nurturing funnel which kept them engaged
until they were flagged as sales-ready.

22. Backend Tracking

23. Results
All tactics, including direct mail, email and
trade show follow-ups generated more than
6,000 leads into the sales pipeline. This
increased interest in the product helped to
persuade Press Ganey (a national provider of
patient satisfaction surveys, management
reports, and national comparative databases)
that NDNQI would be a good addition to their
portfolio of services.