Medical Protection provides an essential line of defence for doctors of all ages and experience. But they do much more than indemnify medics against claims, complaints or investigations. Central to their brand proposition of providing a lifetime of protection, they actively help members avoid common medicolegal pitfalls with support and advice services, including professional development education workshops.
Medical Protection challenged us to encourage more members to attend this year’s programme, despite the time pressure busy doctors face. MPS know that when doctors do attend, they find them really valuable – over 98% would recommend them to colleagues.
Existing mailings were very effective but relied on the recipient to visit the website to work out event calendars and didn’t provide much information about workshop benefits in sufficient detail. We dramatised the content of each workshop, while at the same time personalising the mailing with locations, dates and reasons to attend. We mirrored this data-driven approach in email communications with the aim of inspiring more online bookings and phone enquiries.
of workshop places
booked within a week
of the campaign launch.