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case study

American Board Of Physician Specialties

Time To Shine

CHALLENGE & INSIGHT

The American Board of Physician Specialties is an organization that certifies physicians in 17 medical specialties.

The ABPS is far smaller and battling recognition against the efforts of its main competitor. Our task was to bring the organization greater recognition and begin to break down a growing monopoly of board certification within physician care. We needed to gain recognition from government entities, managed care organizations and states passing rules that would only recognize the boards of its competitor. This was a behemoth and daunting task – all within a constrained budget.

The main thing missing from ABPS was a real external communications strategy and roadmap to the right decision makers and media influencers. Our path was clear.

STRATEGY & RESULT

We came at the problem from a variety of angles, ensuring that communications to media, hospitals, government, and other stakeholders reached who we needed to reach. We made sure the communications platform laid out the truth and not the misleading information their competitor had been feeding to all for years.

At the end of the day, CMS, the Departments of Veterans Affairs and Labor, along with key influencers and legislators, recognized and continue to recognize the importance of choice in physician board certification and the value of ABPS. We broke down and continue to break through tremendous barriers that have been placed before them and the campaigns are on-going. Partnerships have developed giving voice to nearly twenty thousand physicians. Our program has grown over the last 8 years and has helped in driving other healthcare clients to our team.

The ongoing ABPS communications strategy garnered an award nomination from PR News under the category of best communications campaign on a shoestring budget.

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