POLS, MOC Course, and BCSC ads

PRODUCT LAUNCHES

AAO CLINICAL EDUCATION: 

MARKETING COMMUNICATIONS

BACKGROUND

I was tasked with promoting our 170 clinical education products, with target annual sales of $3.5 million. Though I marketed clinical education products for only six months, my efforts made a big impact. Three of my campaigns are described below.

CHALLENGE

• Practicing Ophthalmologists Learning System (POLS): This was a brand-new product, so awareness was especially important.

• Maintenance of Certification Study Course (MOC): This course's attendance had been dying over the years. This was a last-ditch effort to increase attendance; otherwise, the course would be discontinued.

• 2011– 2012 Basic and Clinical Science Course (BCSC): This series of 13 books is updated every year. Sales had been shrinking, so we were aiming for a boost. 

​

SOLUTION

I planned and executed all print, direct mail and digital promotional campaigns, focusing on improved copy, more channels, and more frequent drops. We also had a launch party for POLS at our booth at AAO 2010.

​

RESULTS

• POLS: At 6 months, net revenue was 386% higher than projected. 

• MOC Course: Exceeded attendance goal by 17% and net revenue by 11%. Course continued 7 more years.

• BCSC: Within 6 months, sales were 48% higher than forecasted.