Georgia Association of Physician Assistants – Associations

Situation
The Georgia Association of Physician Assistants recognized the need for increasing its awareness among potential members, patients, and employers.

Action
O’Neill Communications developed a comprehensive marketing program with the theme, “Increase Your PA”, targeting the three primary audiences, assuring patients of health care satisfaction, reminding providers of cost savings by augmenting their practice with a PA, and notifying PAs of the many benefits that come with GAPA membership.

As part of the marketing effort, O’Neill Communications launched a new Web site, created engaging print and online advertising, and produced an award-winning membership recruitment video, all within the first year.

In extending the campaign, a radio component was added, and O’Neill Communications assumed editorial management of GAPA publications.

Result
Membership numbers are on the rise, and public perception of the organization is positive and increasing. Web site visits have been strong and continue to grow as well.