Medical Association Clients

Healthcare Marketing

Membership marketing, new brand identities, member engagement are several of the issues medical associations and professional societies are facing.  Let us share our knowledge with you from our work with 20-plus membership organizations. Hence, chances are there’s an issue you’re facing that we’ve addressed.

Check out our video and case studies and see the difference and experience our expertise makes.

Society for Vascular Surgery (Rosemont, IL)

Branding:  Member Positioning

Members of the Society for Vascular Surgery (SVS) consistently ranked “branding” as their #1 strategic initiative. SVS engaged Springboard to “brand” its members, vascular surgeons, with the following key goals:

    1. Increase knowledge of vascular surgeons and comprehensive vascular care/health.
    2. Differentiate and elevate the perception and value of the vascular specialty in the healthcare landscape.

Springboard conducted one-on-one interviews with SVS members, an online consumer survey, and completed a branding workshop to confirm the following key findings:

      • A lack of real knowledge about vascular care and expertise of a vascular surgeon across the healthcare landscape.
      • Confusion over who best treats vascular issues.
      • Misperception that surgery is the only treatment modality of a vascular surgeon.
      • Seen as highly technical; refer for surgery; however, open to a broader collaboration.
      • A vascular surgeon’s comprehensive care is not known but is desired.

Springboard and SVS agreed on the need to shift hospital leadership, referral sources, and consumer perceptions of vascular surgeons to better align with their core competencies.

SVS medical association

The result – a new brand position and theme:

Click to view video

The immediate need was to reinforce and reengage referral sources to ensure they understood vascular surgeons’ comprehensive capabilities and value. Springboard developed the SVS Branding Toolkit to put branding communications in SVS members’ hands. This online resource enables members to customize most of the materials with their practice name, logo, and contact information – allowing them to create professional, customized communications in minutes.

SVS Medical Association

Please contact us to learn more about the branding work we’ve done for SVS and its members, including the ways we gained adoption and usage of these branding tools.

American Academy of Orthopaedic Surgeons (Rosemont, IL)

Membership Recruitment and Retention

The American Academy of Orthopaedic Surgeons (AAOS) engaged Springboard to boost member retention and acquisition. Specifically, we were asked to develop an overarching marketing strategy, theme, tagline, and identity for the 2023 membership marketing campaign.

The theme served as the strategic framework for the campaign, and the messaging uniquely engaged each member segment – based on the barriers and drivers in their persona.

The Goal:  Convey the value of AAOS membership to each member type in a relevant, energized, personalized, and accessible way to support an increase in both member retention and recruitment.

As with all engagements, Springboard gained agreement on an elevating and differentiating brand position and unique brand promise that led to the theme:  Fuel Your Passion

AAOS Membership

The following tactics were developed to target the seven audiences identified:

  • Member onboarding kits and special campaign envelope
  • Print advertising
  • Digital display advertising
  • Social media post visuals
  • Membership landing page
  • Membership newsletter

Examples of our work together included the following:

AAOS Membership Sample Onboarding Kit

AAOS MembershipSample Print Ad

AAOS MembershipSample Display Ad


AAOS Membership

Membership Campaign Landing Page

The campaign rolled out with very positive feedback regarding the creative and messaging. Please contact Springboard to learn more about how this campaign resonated with AAOS members and how it moved the needle for membership.

American Academy of Pediatrics (Itasca, IL)

Membership Recruitment and Retention

American Academy of Pediatrics (AAP) turned to Springboard to help with member recruitment. In addition to promoting the value AAP brings to their patients and practice of medicine. Springboard developed and produced a number of member engagement videos targeting non-members overall and specifically targeting early career pediatricians who had yet to join AAP. These engagement videos are embedded on the AAP web site, used at membership events and have been featured in multiple social media campaigns.


Membership Matters
Membership Stories – Dr. Schumacher
Membership Stories – Dr. Shah

American Medical Association (Chicago, IL)

Medical Practice Thought Leadership

Primer 5 Learning Guide

Primer 5 Learning Guide












Sample Print Ad


Sample Display Ad


Membership Campaign Landing Page


American Medical Society for Sports Medicine (Leawood, KS)

Rebrand:  Naming, Identity, Positioning, Messaging and Creative Development

American Medical Society for Sports Medicine (AMSSM), is a medical society made up of physicians who are board-certified in primary care and non-surgical sports medicine. They have come to Springboard seeking a partner to help them achieve their branding goals. In addition, they focused on “branding” their members. AMSSM’s goal was to enhance their member’s preference in the healthcare landscape. First phase of our engagement was to define the unique equity and positioning of their members. This led to the following set of deliverables:

  • Standardized naming convention/reference for the AMSSM members
  • Updated identity, brand architecture and graphic standards
  • Messaging platforms to key audiences
  • New creative design template, theme and tagline

Meanwhile, the next phase was for creating and implementing the marketing communications needs to effectively tell the unique Sports Medicine Physician story to:

  • Inspire members
  • Create stronger partnerships
  • Engage consumers
  • Target communications


From: Medical Association Marketing
To: Medical Association Advertising




American Medical Society for Sports Medicine

Referral Source Landing Page

American Medical Society for Sports Medicine

Print Ad

American Medical Society for Sports Medicine

Direct Mail

American Medical Society for Sports Medicine

Social Media & Digital Ads

American Medical Society for Sports Medicine

Pull-up Banners




American Society for Dermatologic Surgery (Schaumburg, IL)

Member Patient Acquisition

American Society for Dermatologic Surgery (ASDS) asked Springboard to help establish their Member Brand.  Likewise, Springboard launched a public awareness / consumer education campaign for the ASDS, located in Rolling Meadows, IL.

ASDS is the largest specialty organization in the United States.  Currently, they exclusively represent dermatologic surgeons who have unique training and experience to treat the health, function and beauty of skin throughout every stage of life. Their members are leaders in the field of cosmetic and medically necessary skin surgery, and want to be recognized as such.

Springboard worked with ASDS to create a multi-faceted branding campaign which include:

  • 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 are provided with materials.  These include tabletop signs, fliers, patient newsletters, videos, digital ads, postcards, invoice stuffers, print ads, member seal window clings and a branded member certificate. Furthermore, materials are also available online for customization and downloading.


Get Healthy Skin
Fight Back Against Skin Cancer
Love What You See


Member Marketing Toolkit

All of the materials produced for this campaign are made available in the Member Marketing Toolkit and are available to all ASDS members. The toolkit includes print ads, posters, direct mail, online videos, social media templates, digital ads, and invoice stuffers.

Funeral and Memorial Information Council (Brookfield, WI)

Unified Category Messaging Strategy

Funeral and Memorial Information Council (FAMIC) is an “association of associations”. They represent all aspects of the funeral industry.  This includes funeral homes and cremation societies to monument builders and casket makers. FAMIC engaged Springboard to help create a logo/identity for the association that represents their combined mission.  In doing so, the logo/identity would also provide direct and open information regarding death care and memorialization from the leading associations of service providers and businesses.

National Consumer Engagement Campaign / Member Marketing

Springboard worked with FAMIC to create  “Have the Talk of a Lifetime.”  This is a consumer education outreach effort which urges families to talk with loved ones about life, the things that matter most and how they want to be remembered when they die.

 Medical Association Marketing

Have the Talk of a Lifetime campaign began as a grassroots campaign. That means that local funeral homes and suppliers throughout the country were provided with marketing tools to share educational materials with consumers in their community. In order to help create positive momentum for the industry, the marketing tools were developed and distributed to the members via DVD and online. Member participation in the “Have the Talk of a Lifetime” campaign is helping people in their communities discover unique life stories of the people who matter most to them. Finally, these discussions can help families and friends make important decisions about how they wish to remember and honor the lives of their loved ones through meaningful memorialization and understand the important role that funeral professionals (members of FAMIC organizations) play in the memorialization process.

Funeral Memorial Information Council

Consumer Facing Landing Page

All materials drive consumers to this landing page, where they can learn more about Having the Talk and download a brochure.

Funeral Memorial Information Council

Co-Brandable Print Ad

Print ads are available for Funeral and Memorial Information Council members to co-brand and run in their local marketplaces to increase consumer engagement and drive people to the Have the Talk of a Lifetime website.


Consumer Facing Banner Ad

A series of banner ads were developed to drive consumers to Have the Talk of a Lifetime, by having them download a brochure from the landing page.

Urgent Care Association (Batavia, IL)

Identity Development

Urgent Care Association of America (UCAOA) is recognized as the largest, most notable trade and professional association in urgent care. Hence, 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.

Accordingly, UCAOA has challenged Springboard to help expand and broaden the scope of the urgent care industry. Thus, 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.

Medical Association Advertising


Academy of General Dentistry (Chicago, IL)

Program Specific Outreach

Academy of General Dentistry (AGD) is the oldest dental association in the U.S. Furthermore, it is the only one that is specifically supports and educates general dentists. AGD has developed an industry-leading Continuing Dental Education (CDE) certification program called PACE. PACE  is administered by approved continuing education providers nationwide. According to market conditions, AGD identifies a short-term opportunity to promote PACE as the approval program of choice to continuing dental education (CDE) providers. In addition, Springboard developed and implemented an integrated marketing campaign to drive CDE program providers to seek PACE approval. This campaign successfully targets 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. Finally, this campaign has the following tactics:

  • Direct mail
  • Email marketing
  • Website and landing page development
  • Production of a testimonial based video
  • Paid search ads
  • Digital display ads re-marketing to those visiting the PACE landing page

Academy of General Dentistry

Healthcare Website

Academy of General Dentistry

Healthcare Direct Mail

Academy of General Dentistry

Healthcare E-Blast Marketing

What Makes Medical Association Marketing Successful

  • Member sell-in/engagement – Working with leadership, task forces, and committees to ensure that the scope and expectations are aligned. Also, to gain as many insights as possible into the desired direction and tone of the communications.
  • Research and data supporting marketing directions – Healthcare executives believe in data points and research findings. So, do we.
  • Committee leadership – It’s important to have credibility and leadership with your committees. You can expect that from Springboard.
  • Results – We work with your staff to identify how each tactic will be measured and tracked. As well, this helps promote success among your leadership and members.
  • Value-add – There’s always “something else” that can be done with the ideas and materials generated in a campaign. Finally, our philosophy is to “take a big idea and make it work, in as many ways possible.”

Springboard has vast experience in this category. If your associations could benefit from engaging Springboard in any medical association marketing, please contact us.

Follow our blog and learn from the lessons of others in the areas of social media, brand-building, advertising, integrated marketing, and strategic thinking.

Sign Up for Our Newsletter

Subscribe to Our Newsletter