Faculty of Medical Leadership and Management

The challenge

FMLM appointed CJAM to energise its brand and drive awareness among medical leaders. With the aim of increasing membership and attendance at its two day conference, the marketing and communications comprised several key strategies.

The work

A new campaign, ‘Join the Enlightened Side’, was devised to challenge health care professionals and students to reconsider the role of leadership to achieve better outcomes for patients and embrace more fulfilling career opportunities. An NHS intranet campaign drove awareness to dentists, doctors and students, delivering 95,000+ impressions and a strong click through rate. This was reinforced with a direct mail campaign to more than 30,000 medical professionals, with CJAM negotiating the pro bono use of a significant contact list. Speaking to existing members by telephone boosted attendance numbers and provided valuable member benefit insights.

National, regional and local PR supported the awareness drive while CJAM’s digital team developed a social media plan and content, to drive visitors and stimulate engagement.

The result

The CJAM team also attended the conference to create synopses of the seminars and support social media, resulting in #LeadersHealth17 trending on Twitter, second only to Halloween and Fanta.