Since 1929, the Royal College of Physicians and Surgeons has been Canada’s leader in specialty medical education and professional standards. The Royal College offers a “Fellowship” certification that is open to all Canadian Physicians and Surgeons. Fellowship is the “Gold Standard” that ensures continuous learning and proves relevant knowledge of policies and practices in the fast-evolving world of healthcare.
Our team was tasked with creating a fully integrated campaign that would strengthen the meaning, value, and relevance of Fellowship.
The creative solution includes a combination of search, social media, online display advertising, and an infographic to drive the target audiences to a landing page that answers questions about what Fellowship means. Furthermore, it communicates why patients should expect this certification and commitment from their Physicians and Surgeons, as well as provides educational resources and self-identification tools so current Fellows can publicize their certification with pride.
To see more of the campaign, click here.
So far, the campaign has resulted in a 28% increase in the Royal College’s total Facebook likes, 1.9 million Canadians reached through Facebook, 4.7 million Canadians reached through all efforts of the campaign, and 28,354 website visits. The Twitter hashtag #FellowshipMatters has gained great traction and is being used as a conversation starter.
Through great strategic thinking and a positive client relationship, our team has created an integrated campaign that affirms the College’s valuable role in the healthcare system.
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