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Launching Northeastern’s Healthcare Business Specialization Certificate on Coursera

The Opportunity

The Corporate & Executive Education division at Northeastern’s D’Amore-McKim School of Business developed and launched a series of four learning modules as a certificate program on the Coursera learning network. The courses centered on emerging and relevant disruption areas of health care business, including artificial intelligence, payment systems, quality and healthcare consumerism. BG was hired to develop a digital marketing and lead generation campaign to raise awareness of the programs among professionals and department leaders in businesses within the healthcare industry

The Strategy

BG developed detailed personas representing the various professionals and decision makers who would be interested in the new Coursera course content. From there, BG developed key messages and internal communications assets, custom creative to advertise to segmented personas, and overarching certificate level concepts to test in market. The test phase lasted approximately one month, in which time BG identified the top performing creative concepts for each persona, and started driving significant visitor volume to the Coursera landing pages on the D’Amore-McKim website.

The Result

BG is still evaluating campaign activity and data to drive the best quality and highest volume of interested students and corporate buyers to the content, but has been able to generate significant awareness and traffic to date.