Helping aspiring nurses bring their dreams to reality
Standing out in a competitive market

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.  

The Challenge

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.

Understanding the audience

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.

Insights

To overcome students’ conventional study habits, our strategy had to break into their daily routines and demonstrate the value of the product.

Crafting the solution

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.

Product

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.

As a nurse helps a client ambulate, the client says, "I had trouble sleeping last night." Which action should the nurse take first?
A
Recommend warm milk or a warm shower at bedtime
B
Gathering more information about the client's sleep problem
Reason: the nurse first should determine what the clients means by "trouble sleeping." The nurse lacks sufficient information to recommend warm milk or a warm shower or to make inferences about the cause of the sleep problem, such as worries or medication use.
C
Determining whether the client is worried about something
D
Finding out whether the client is taking medication that may impede sleep
Mimicking adaptive learning

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.

Engineering organic growth

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.

Generating leads

To view explanations and track progress after responding, students were taken to the product website – creating an opportunity to upsell the full-service offering.

Results

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. 

1M+
Answers submitted
81%
Website return rate
Sarah Schuessler,
Sr. Marketing Manager
Division Of/ helped us engage new customers in creative ways

The Question of the Day capability has outperformed expectations and has driven new leads for our NCLEX products.