AFPPA – Video
Situation
In 2008, the Association of Family Practice Physician Assistants adopted a strategic initiative to help better identify the organization as a leader in primary health care and an indispensable resource within the PA profession. As part of the initiative, AFPPA determined it needed to extend its reach to potential members with a powerful message outlining key membership benefits and its outstanding medical educational programs.
Action
O’Neill Communications developed conference and membership campaign materials showcased by an energetic DVD production with a series of five exciting vignettes (each about 2 minutes in length). “Discover the AFPPA” illustrates the organization’s signature “for PAs by PAs” training module, highlighting its popular hands-on workshops. The video gets “up close and personal” showing PAs learning techniques such as casting, splinting, injections and aspirations. The video’s dynamic flow is accentuated with studio-style interviews interspersed with on-the-spot candid remarks from PAs attending the training classes. More than 20,000 copies of the 13-minute DVD were mailed to potential members along with a full-color 12-page conference brochure and membership application. Clips from the DVD are also interspersed throughout AFPPA’s updated web site.
Result
A survey of PAs who received recruitment materials indicated all had viewed the DVD (based on 100% correct answers to questions about the DVD) and that more than 80% were currently or considering AFPPA membership. About 50% of respondents indicated they had never attended an AFPPA conference and that same number indicated they were considering attending the upcoming conference.
