Society of Hospital MedicineMichelle2019-04-11T17:48:32-07:00
The National Association of Inpatient Physicians was a recently formed professional trade organization created to represent the emerging field of hospitalist medicine. The trouble was the general public didn’t know who hospitalists were, and a skeptical healthcare industry questioned if this upstart specialty was merely the flavor of the month. Kevin/Ross was brought in to work with the physician board of directors and the new executive leadership team to help build the brand – not only of the organization but of the hospitalist specialty itself.
Change the name of the organization from “National Association of Inpatient Physicians” to “Society of Hospital Medicine,” bringing better clarity to what these physicians do.
Develop a new narrative that explains the benefits that hospitalists bring to all parties.
Create new marketing materials for diverse target audiences.
Conduct formal media training for the society’s board and senior management.
Launch an aggressive media relations program.
Media campaign garnered positive coverage in the Wall Street Journal, “CNN,” “Larry King Live,” Reader’s Digest and virtually every important hospital trade publication.
Hospitalists became the fastest-growing medical specialty in the country with more than 52,000 practicing hospitalists. These physicians can now be found in nearly every hospital in America.
The Society of Hospital Medicine grew to be one of the most powerful trade organizations in the industry.