American Association of Nurse Practitioners

Challenged by today’s changing health care landscape, our client – a professional trade association that recently merged with another like-minded group consisting of primary care providers – sought to brand themselves and their new leadership with the Washington, DC, policy elite.

A Research-Driven Plan

720 Strategies’ proposed a plan: A research-driven, targeted, comprehensive awareness campaign to educate Washington, DC’s health care policy elite on the important role their members play in delivering quality care.

Using our research-based methodology, we identified the proper channels to reach the target audience:

Testing America's Perceptions

We commissioned a national poll to test America’s attitudes and perceptions about the work of this association’s members. Our survey of 1,000 registered voters told us that American’s had a very high confidence level in the care these primary care providers offer.

Our poll also told us that respondents weren’t exactly sure what kind of services they are able to provide. For example, only 50% of respondents knew that they can prescribe medication. That’s an identical match to the same question asked four years ago in a previous poll.

The needle wasn’t moving.

AANP case study

U.S. Health Care Changed Forever

With the enactment of the Patient Protection and Affordable Care Act, health care in the United States changed forever. Primary care providers would see an increase in the number of patients due to the fact that more American’s will have health insurance. It was more important than ever to get the word out that our clients are a solution to the looming health care shortage and that they can provide patient-centered, accessible, high-quality health care.

A 120-Day Plan

Under an extremely tight deadline, we devised a 120-day plan to reach the target audience via multiple communication channels.

Campaign Results

This integrated, multifaceted branding and awareness campaign reached an extensive but elusive audience with a targeted, efficient message. Each communication avenue was designed to effectively communicate the group’s message that their members are a vital way to deliver patient-centered, accessible, high-quality health care. The breadth and depth of this campaign gave this association the role they coveted – a permanent seat at DC’s health care policy table.