Overview

Anthony J. Busti, PharmD, BCPS, FAHA, wanted to create an online presence to help him supply licensed healthcare providers with evidence-based, peer -reviewed information for patient care concerning pharmacology. He had a website design and an idea but lacked the functionality required to distribute his newsletter, Pharmacology Weekly.

Anthony and Pharmacology Weekly teamed with 360 Professional Services Group to create a fully functional, self-managing newsletter distribution service that has helped bring Anthony's vision to life. 360 PSG integrated his design with the Fission Web System and developed a custom application that integrates with the Fission Blast component on Anthony's website to conveniently distribute Pharmacology Weekly's newsletters to healthcare professionals and trainees worldwide.

Problem

Before he came to 360 PSG, Anthony Busti had nothing more than a website design and an idea for his pharmacology newsletter. He needed a dynamic website that would allow him to create and distribute newsletters to healthcare professionals who could in turn subscribe to receive weekly mailings.

Operating from its headquarters in Salado, Texas, Pharmacology Weekly's goal was to provide busy clinicians and trainees worldwide with an affordable and convenient way to further education and acquire information about pharmacology without disrupting patient care.

360 PSG is a web-solutions company headquartered in Amherst, New York, so before the process of creating a fully functional website that enabled Anthony to distribute his newsletters could begin they first needed to overcome the obstacle of over 1500 miles that separated the two companies.

Approach

Anthony needed to find an audience for his product and then effectively distribute his newsletters. From a referral, Anthony contacted 360 PSG's office in Martinsville, Virginia where he was promptly directed to 360 PSG's Buffalo, NY headquarters.

360 PSG formed a relationship with Pharmacology Weekly and without ever meeting face to face delivered a fully functional website with a custom component that allows Anthony's business to function. Through e-mail correspondence, over the phone, and through webinar (360 PSG uses Yugma), Anthony was able to clearly communicate his needs and desires for a website to 360 PSG that would help his business get off the ground.

"As far as communication across state lines and sending information, I feel like overall it has been pretty good from the standpoint that I send you guys information and it seems that you understand what it is that I need and you get back to me on those things."

360 PSG put Anthony's product online for the world to see, provided comprehensive search engine optimization to boost his brand awareness, and helped him distribute his Pharmacology Weekly newsletters via the Fission Blast component and a custom application built specifically to fit his needs.

Process

With Pharmacology Weekly, Anthony's business is the website meaning that functionality was a priority.

360 PSG graphic designers integrated Pharmacology Weekly's design into the Fission Web System giving Anthony complete control of his website and newsletter content. The Fission Content Management System (CMS) allows him to create and manage his newsletters by quickly and easily creating, adding, and editing content.

"The Fission CMS is so user friendly and makes sense. It really takes no time at all to make a functional active account for someone to begin receiving subscriptions. Having that flexibility of being able to easily create an account is a very good thing and the Fission CMS works very well for that."

360 PSG programmers also developed a custom application tailored specifically to Pharmacology's business plan that fit on top of the Fission Blast component. The Fission Blast component is an email marketing add-on that was a great fit for Anthony allowing him to collect an unlimited number of subscribers and the perfect way to distribute his newsletters.

When a new subscriber visits Pharmacology Weekly they choose which publications they would like to receive. Upon checkout, new customers create an account and provide their e-mail address which is sent to the Fission Blast component.

Solution

With his new site operating on the Fission Web System, Pharmacology Weekly can:

A. Communicate pharmacology news and updates directly to newsletter subscribers through monthly publications and archived publications including Pharmacology podcasts and immediate access available to online Continuing Medical Education (CME/CE).

B. Create unlimited subscriber accounts to electronically distribute pharmacology information as well as allow existing subscribers to upgrade, change settings and unsubscribe.

C. Deliver full graphically rich HTML newsletters to subscribers and allow them to link to any part of the newsletter necessary.

Anthony is able to create and publish his Pharmacology Weekly newsletters in the Fission CMS and then schedule them for distribution through Fission Blast. He can also archive newsletters in the Fission CMS for subscribers to view based on their subscription types.

"One of the primary benefits and values to the Fission CMS to me is the degree of automation and the power behind it; being able to manage the account and send out the newsletters all in an automated all in a sort of self managing functionality that frees me up to focus more on the other important aspects of the company which is the actual product, and it's content. So I think that the Fission CMS allows me and the people that are working with me to efficiently coordinate and manage the day to day business components of the company."

Future

With the power of the Fission CMS, integrated with the Fission Blast component and Pharmacology's custom application, Pharmacology can upload existing mailing lists and add new subscribers to reach more healthcare professionals faster and more conveniently.

"I would say that a good portion of my company and the website is self managing. It will create an automatic renewal. It will allow people to subscribe without having to call me. We've got every payment method. That kind of power frees me up, especially at a small company, we're brand new, very little infrastructure, so we're in the baby steps of growing, the Fission CMS is very powerful for helping us to expend our energy and time on other things that would maybe help us start to expand our business instead of being stuck solely behind a computer scanning credit cards."

Anthony is optimistic about the future of Pharmacology Weekly thanks to his relationship with 360 PSG.

"It helps customers to be largely in control of their account and the products and services and how they use it. The Fission CMS allows them to log into the website, get access to the newsletters when they need them, anytime they need them. It's going to allow them to manage their own account settings. To me, it automates it for them, and allows them to be a little bit more in the driver's seat for their own account instead of having to call us and need us to take care of them every day when they need something. To me, I think it makes it user friendly. To renew, to checkout, to get what they need. It think it really gives them the immediate access that they need. We are working on a few things to enhance that, but I think the Fission CMS facilitates them being in the driver's seat instead of having to email and bother other people to get something done."

As his business grows, Anthony has the ability to grow his website by adding more custom components to the dynamic Fission Web System framework to help his business run more efficiently.

Overview

Problem

Approach

Process

Solution

Future

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