The American Society for Gastrointestinal Endoscopy (ASGE) needed a marketing partner to help them promote the ASGE Recognized Industry Associates (ARIA) Program. The program targets pharmaceutical and device industry partners to provide a curriculum of basic GI anatomy and physiology. The program was highly successful in making industry reps much more knowledgeable. Upon successful completion of a post-test, participants earned an ASGE “Seal of Approval.” The ASGE wanted to build awareness/consideration of the program among their diverse target audiences and enlisted Dovetail to help them tackle this challenge.
As a first step, Dovetail conducted key stakeholder interviews and leveraged the learning to develop a distinct and compelling brand position for the ARIA program. This became the foundation for our creative messaging directed to physicians, hospital administrators and industry sales representatives. Dovetail also developed: a fresh, new logo, a comprehensive communication plan and a marketing toolkit that included: a standout collateral piece, sell sheets, a sales presentation, talking points for physicians and a promotional video that brought the brand to life which had its debut at the ASGE’s 2016 Crystal Awards.