protecting physicians in a pandemic

When the COVID-19 pandemic began, personal protective equipment (PPE) was in extremely short supply, which put physicians and their patients in danger. Months later, even as more PPE became available, it still remained out of reach for many physicians due to inflated prices and bulk order restrictions.

So, the American Medical Association stepped in to supply PPE directly to physicians both at a fair price and with no minimum order requirement.

This undertaking was unprecedented for the AMA, and not something members were expecting. Its communications needed to be compelling, yet clear, to connect with physicians. I developed nearly all the copy for the campaign and established messaging that informed an even wider range of communications.

Emails

Social graphics

Landing page

results

Primarily due to email outreach, 2,437 physicians placed 3,565 orders of PPE in just 10 days. That amounted to 258,400 units of equipment delivered directly into the hands of physicians.