American Society for Dermatologic Surgery (ASDS)
Springboard was asked to help establish the ASDS Member brand and launch a public awareness/consumer education campaign for the American Society for Dermatologic Surgery, located in Rolling Meadows, IL.
The American Society for Dermatologic Surgery (ASDS) is the largest specialty organization in the United States exclusively representing dermatologic surgeons who have unique training and experience to treat the health, function and beauty of skin throughout every stage of life. ASDS members are leaders in the field of cosmetic and medically necessary skin surgery, and wanted to be recognized as such.
Springboard worked with ASDS to create a multi-faceted branding campaign that included:
- National digital marketing – SEM, landing pages, video content, pre-roll, display ads, social media and SEO/content strategy.
- Print advertising – Strategic placement in relevant national publications
- Member marketing toolkits – Linking individual member practices to the national campaign, members were provided with tabletop signs, fliers, patient newsletters, videos, digital ads, postcards, invoice stuffers, print ads, member seal window clings and a branded member certificate. Materials were also available online for customization and downloading.
Holy Cross Hospital
Holy Cross Hospital, in Silver Spring, Maryland, expanded its neuroscience capabilities and expertise, adding well respected neurosurgeons, neurologists, interventional neuroradiologists and neurosurgical physician assistants to their team. However, research revealed the impact of this competition – including some of the “best” neuroscience programs in the country.
Based on insights gained and the business goals of the organization, the objectives of this B2B healthcare marketing campaign are as follows:
- “Wake up” the market to the incredible scope and expertise available at Holy Cross Hospital
- Increase awareness and preference for neurosciences among referral sources – primary care physicians and neurologists
- Drive physician referral and utilization to meet volume
Springboard produced a series of informative physician videos to educate both referring physicians and consumers around the unique capabilities, approach and differentiators of each neurosurgical program. These videos were featured in digital and social media ads and in referring physician email blasts.
Insight Medical Genetics
Insight Medical Genetics is a comprehensive genetic testing practice providing personalized counseling and guidance for patients and referring providers. With the expertise of a medical center and the personal touch of a private practice, Insight Medical Genetics provides up-to-date, leading edge testing for genetic conditions with a professionally recognized standard of care.
The following tools were designed to support the business development team’s efforts to raise awareness for their services and secure the appointment with a potential referral partner. These B2B healthcare marketing communications targeted primary care physicians and the practice staff.
Academy of General Dentistry (AGD)
The Academy of General Dentistry (AGD) is the oldest dental association in the U.S. and only one that that is specifically focused on supporting and educating general dentists. AGD has developed an industry-leading continuing dental education (CDE) certification program called PACE, which is administered by approved continuing education providers nationwide.
Based on market conditions, AGD identified a short-term opportunity to promote PACE as the approval program of choice to continuing dental education (CDE) providers. Springboard developed and implemented an integrated marketing campaign to drive CDE program providers to seek PACE approval. This campaign successfully drove targeted providers to the PACE section of the AGD website, where conversions could be tracked and interested providers could take the next step in their approval process. This campaign was delivered through the following tactics:
- Direct mail
- Email marketing
- Website and landing page development
- Production of a testimonial based video
- Paid search ads
- Digital display ads remarketing to those visiting the PACE landing page
Urgent Care Association (UCA)
The Urgent Care Association of America (UCAOA) is recognized as the largest, most notable trade and professional association in urgent care. Over the past couple of years, the urgent care industry has evolved with consumer demands for more affordable, high-quality and convenience healthcare options. Competition grew as well, with other healthcare options coming to the market each day, including telemedicine, retail clinics, e-visits, and more.
UCAOA challenged Springboard to help expand and broaden the scope of the urgent care industry and to engage
with other providers of “urgent care” through a new identity and tagline.
After research and leadership interview from key stakeholders, Springboard shortened the name to “UCA” with tagline “Your gateway to better” to reflect the market of on-demand medicine. The new identity is also more contemporary and social media friendly.