BRANDED EDUCATION
Using an accredited speaker's bureau program to reach and engaged over 5,000 medical professionals.
It all started when...
A healthcare waste management company was looking to expand their brand and make more sustained, impactful partnerships throughout the healthcare community. The company was launching an new system that reduced carbon emissions, increased safety to patients and decreased the environmental footprint. The company was excited to share this with the medical community, but wanted something beyond a traditional press campaign-they wanted to empower and educate medical professionals.
The rollout started by conducting exhaustive research of local and national professional organizations who routinely utilize medical waste disposal in their practices. The goal was to understand their needs and challenges to assess opportunities for this company. What emerged as a consistent trend was that many professionals struggled to find quality continuing education opportunities to meet their CEU requirements. They were eager to find organizations who would help build education-based programs to support their membership, especially on new and evolving topics. With this insight, the rollout approach shifted from a traditional marketing campaign to one focused on building and executing an educational program.
We supported a national PR agency in building the strategy, content and execution of a national speaker's bureau initiative. We worked directly with trade groups and non-profit organizations across the country to build out value-based programs for their memberships on behalf of the client. We recruited and trained executive leaders from the company to facilitate these sessions in their regional market, building their company's relationships and also credibility as a leader in the space. We focused on cultivating interactive, educational and interesting presentations based on activities, question and answer sessions and built-in learning assessments to break the mold of traditional CEUs while still staying compliant and earning credit for participants.
In just over a year, the program reached more than 5,000 medical professionals in over a dozen states. The company had an uptick in sales in those markets both directly from participants, and also from referrals through the exposure. The speaker's from the company saw immediate benefit both from a revenue standpoint, but also professional growth as it honed their presentation skills and one attributed his promotion to the experiences had through this program. The dynamic nature of the learning format was a win-win for internal and external stakeholders and a valuable model for future initiatives.