Case Study

Improving Virtual Vitality of Physician Specialty Society’s Brand

Issue:

Build a stronger brand to fend off competition from related specialists for a physician specialty society.

Approach:

Conducted two-stage qualitative research among potential patients.

  • Focus Group 1: Demonstrated potential patients’ confusion among specialties and no recognition of the physician specialty society’s brand.
  • Focus Group 2: Tested advertising themes and executions.

      Results:

      Focus Group 1 convinced the physician members to vote for a dues increase to pay for an advertising and marketing initiative. Focus Group 2 sparked development of a magazine ad campaign that increased hits to the website by 1,500 percent.