Medical Association Clients

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

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:

Sample Onboarding Kit

Sample Print Ad

Sample Display Ad

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.

American Medical Association (Chicago, IL)

Medical Practice Thought Leadership

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:

To:

Referral Source Landing Page

Print Ad

Direct Mail

Social Media & Digital Ads

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.

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.

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.

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.

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.

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

Healthcare Website

Healthcare Direct Mail

Healthcare E-Blast Marketing