The Ohio State Medical Association is dedicated to empowering physicians, residents and medical students so they can provide the best care to patients and serve as healthcare advocates in their communities. OSMA supports physicians through business resources, professional development opportunities and advocacy at the state and federal level.

SUCCESS STORY

How a clear content strategy helped a medical association connect with members during the pandemic.

The opportunity

In 2020, the healthcare profession was turned upside down in responding to COVID-19. As the Ohio State Medical Association pivoted to support physicians navigating the pandemic, it was able to double-down on the organization’s member benefits during this critical time, which would help strengthen the profession and OSMA in the long-term.

The approach

When COVID-19 hit, OSMA shifted to help Ohio’s physician community navigate the daily updates on Ohio’s pandemic response. Throughout the spring and summer, Approach’s work focused on:

• Designing a strategic content strategy to help OSMA determine critical content pieces and a communication cadence to ensure resources and updates were adding value during a time of information overload.

• Developing regular email communication and materials related to COVID-breaking news, professional learning opportunities, public health campaigns and resources to help medical practices stay current on regulatory updates.

• Organic social media campaigns to promote key pieces of content and drive audiences to resources on OSMA’s website.

The impact

Through smart content planning and delivery to Ohio physicians, OSMA strengthened its engagement with current members and gleaned valuable insights to apply toward new member recruitment.

Our social media strategy also helped OSMA build its social presence, grow its fan base and drive traffic to OSMA’s website.