First, just because a consultation is online doesn't mean that people will flock to it. An e-consultation process is not a better mousetrap. You still need to actively promote it, just as people do for traditional consultations.
The objectives of promotion, using both online and offline marketing strategies, is to build public awareness, brand the process, and attract the relevant people into participating in the e-consultation process.
As in any form of marketing communication, you need to think clearly about the people you are trying to get to respond:
- Who are they?
- Where are they? (in the real world and virtual worlds)
- How do I communicate the message to them?
- What do they want?