CASE STUDY 1

The What

OnlineMedEd is a disruptive, innovative online education platform used by over 86% of med students. Impressively, OME accomplished this by word of alone in their first year, due to their efficient and effective teaching methods.

The Why

OnlineMedEd was looking to develop long-form content that would shape their narrative from within. Their current blogs were in their infancy—posts were outsourced and created without an editorial calendar or a consistent point of view/tone of voice.

The How

As the lead copywriter and content specialist, I got to work by conducting several interviews from the source—med school graduates. This gave me a greater understanding of their needs. This is where I discovered something unique: med students weren’t looking for additional reading material they had little time for. Instead, they wanted a blog to provide support, advice and even just a laugh.

With new insight into the med student journey, I was able to craft an editorial calendar that incorporated both scheduled sends and left room to respond to events in real time.

Wins

Within days, we had the perfect chance to follow through. An NFL player posted about using OME to get his medical degree WHILE training for the Super Bowl. The content was just that concise and easy to follow.

We crafted a response with a call to action: a petition to allow him to have “M.D.” printed on his jersey. It certainly got people talking. We received thousands of signatures and a widespread, healthy debate.

In another top-rated post, we crafted OME’s first Buzzfeed-like interactive quiz. Created to give med students a mental break, med students could take the quiz to discover their student “personality type.” It was fun, but more importantly, it reminded students of their initial motivations for becoming doctors in the first place.

Results
Readership when up 75% in two short months.

The big STEP 1 test was fast approaching, making it an incredibly stressful time for med students. We wanted to provide some levity while also reminding them of what motivated them to become a doctor in the first place, aiming to keep them headed toward their north star.

The aptitude and effort it takes to become a doctor is as impressive as it is daunting. OnlineMedEd strives to make it less so with content that saves time and makes learning more intuitive. A prime example was when this NFL star used OME to become a doctor while training for the Super Bowl. He posted about his journey and we responded.

For decades, med students knew that a high score on their first major test, STEP 1, would mean they could get into their top choice for residency. But in 2020, all that changed. The test model transitioned to pass/fail, and students could no longer depend on their score to determine placement. After an interview with our founder, I crafted a response to students exploring what this change could mean for the future of medical education.