Wolters Kluwer Health (WKH) is a division of the global publishing company that provides information, software and services to healthcare professionals and students.
WKH developed an online program called PassPoint to help nursing students prepare for the NCLEX-RN, the final licensing exam for aspiring nurses. Unlike traditional study guides and note cards, PassPoint is based on an adaptive learning system that personalizes the experience for each student to identify and strengthen their areas of improvement.
Division Of/ was approached by WKH to come up with a creative way to launch PassPoint and stand out from established products in a crowded market.
With a lot of pressure and little time, students tend to stick to old study habits. Our job was to convince them that the new PassPoint technology would improve their learning experience and lead to better outcomes.
The NCLEX-RN is a difficult exam that generally causes students anxiety, as it is the culmination of years of effort to become a healthcare professional. We found that students start preparing months in advance and study on a daily basis. They often develop a routine and carefully plan the days, hours and even locations to study the material.
To overcome students’ conventional study habits, our strategy had to break into their daily routines and demonstrate the value of the product.
Our solution was to build the Question of the Day service that students could engage with via email and easily get a sense of the benefits. Upon sign-up, the service automatically sends a daily NCLEX-RN exam question, which can be answered directly from the email and includes detailed rationales for answers.
The email inbox is the most direct path to someone’s daily attention. To demonstrate the benefits of PassPoint we built a Question of the Day email application that sent daily NCLEX-RN exam questions and tracked the student’s responses. Just like PassPoint, Question of the Day is designed to be intelligent and customized to each user.
For every response, the answer was graded, explained and stored to create a profile that determined and adjusted future questions, based on the student’s area of need.
We built a module to give students the opportunity to share each question with their peers after posting a response. This generated hundreds of shares daily and lead to organic growth in traffic and signups.
To view explanations and track progress after responding, students were taken to the product website – creating an opportunity to upsell the full-service offering.
The Question of the Day service was hugely successful and continues to be the main source of leads for PassPoint. Email open and click-through rates are astronomical compared to industry standards, and more than half of users return to the site over 15 times.
The Question of the Day capability has outperformed expectations and has driven new leads for our NCLEX products.