The Royal College of Physicians and Surgeons – Canada’s leader in specialty medical education and professional standards – offers a Fellowship certification to all Canadian physicians and surgeons. With their latest campaign, they wanted to strengthen the meaning, value, and relevancy of certification.
Our creative solution combines paid search, social media, online display advertising, and an infographic to drive the target audiences to a Fellowship Matters landing page that answers questions about what Fellowship means and why patients should demand this certification and commitment from their physicians and surgeons. The site also provides a micro-badge and printable educational resources so current Fellows can publicize their certification with pride.
To date, this membership marketing campaign for the Royal College has led to a 28% increase in their total Facebook likes, 1.9 million Canadians reached through Facebook, 4.7 million Canadians reached through all efforts of the campaign, 28,354 website visits, and impressive traction of the hashtag #FellowshipMatters.