Background
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.
Action
- 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.
Results
- 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.
