Case Study: Royal College of General Practitioners improves e-learning engagement with SmallGiants

Royal College of General Practitioners boosts CTR 15x with SmallGiants

The Royal College of General Practitioners (RCGP), a professional membership body for UK-based doctors, needed to modernize its e-learning platform to better serve its 54,000 members. They partnered with the vendor SmallGiants to replatform their system, aiming to create a more intuitive and personalized user experience that fit into the busy lives of medical professionals.

SmallGiants conducted a comprehensive 360-degree audit and in-depth user research, interviewing over 40 GPs to inform their strategy. They implemented a new website with an optimized information architecture and integrated marketing tools like HubSpot. The results were significant, with their paid media campaigns achieving a click-through rate 15 times above the industry benchmark and a 600% uplift from prior efforts, alongside a substantially lower cost per click.

Royal College of General Practitioners (rcgp)