Renal Physicians Association

What We Did

• Increase participants in Capitol Hill Day

• Used physician-to-physician recruiting

• Launched a training program: developed materials, trained physicians

• Results: From 63 to 125 participants; retained for year two.

Challenge

• Increase the number of participants in RPA's Capitol Hill Day.

Strategies

• Develop plan to increase participation

• Revise existing materials to be more appealing

• Create theme and messages to introduce a new name for RPA's Capitol Hill Day

Tactics

• Reviewed current materials

• Wrote new marketing messaging

• Developed physician-get-a-physician program

• Trained physicians via webinar (by phone)

• Developed script for physicians to use when contacting colleagues

• Created PPT

• Provided training

• Developed marketing email series to be sent to potential participants

• Created messaging for various audiences to announce new name

• Developed series of emails to introduce new name

• Wrote article, blog and blurb announcing name

Results

• The goal was to increase the number of Capitol Hill Day participants from 60 to the 85. Based on SC's efforts, RPA had 120 participants - the highest number ever.