Launching a certification program to health care environmental service professionals
Audience analysis, direct mail, email, infographic, social media
CLIENT: aSSOCIATION FOR THE HEALTHCARE ENVIRONMENT (AHE)
The Challenge
Drive awareness and registrations for AHE’s new and first-to-market certification and train-the-trainer program, CHEST.
The Outcome
AHE sold out its CHEST training programs in just three months the first year of its launch. The program continues to be successful.
Health care environmental services technicians often work under the radar, but carry a great responsibility to keep hospitals and clinics clean and safe from health care associated infections (HAIs). To validate the knowledge and expertise of these important frontline professionals, AHE developed the Certified Healthcare Environmental Services Technician (CHEST) program, a first-to-market credential with a “train-the-trainer” model that helps health care systems validate and ensure the expertise of their environmental services staff.
Who to target and what to say?
Every health care system and hospital is different. Some organizations outsource their environmental services technicians, and some teams are managed by “non-environmental services” field professionals, such as infection prevention directors. AHE wondered who to market to and how to frame a strong message for each potential audience.
AHE tapped Clarke Creative to perform an audience analysis to gain insight and refine marketing messages. After conducting research, including interviewing several of the association’s members, Clarke Creative compiled a comprehensive 30-page report detailing key audience segments, a three-phase targeting strategy and recommendations for collaborating with other health care groups.
Clarke Creative went on to develop two direct mail pieces, a marketing email series, a turnkey infographic for AHE’s marketing use, and social media graphics for AHE’s CHEST program. Each piece included research-backed facts and figures to appeal to health care leaders responsible for certifying their environmental services technicians.
Within just three months of its launch, AHE’s CHEST training program sold out and continues to see success due to Clarke Creative’s support.
