Librarians have always seemed to have a love/hate relationship with Elsevier, and when I came on board, I was quick to pick up on the animosity. I wanted to take advantage of the Medical Librarian Association's (MLA) National Medical Librarian Month to say thank you to our customers and try to build some goodwill with these valuable customers.
To do that, we purchased elsevierthankslibrarians.com and sent out these two rounds of postcards driving MLA members to the site. To celebrate National Medical Librarians Month, we gave each librarian that completed a quick survey on the site a free Starbucks card.
This campaign was hugely successful. From a mailing list of approximately 3,000 members, we had 656 visit the site and participate. From those, 406 requested more information about our eBook collections or our collection of Clinical Review Articles.
Since the success of this initial campaign, we've continued to do some type of goodwill campaign each year for this month.
