Since 2003, C&C has been AOR for the Pedorthic Association of Canada (PAC) – a national association for Canadian Certified Pedorthists, orthotic and footwear experts. In 2016, C&C developed a year-long, national marketing communications campaign to expand its reach to referring physicians and their patients. After strategically identifying healthcare waiting rooms as an environment where individuals are highly receptive to health and wellness messaging, C&C created and implemented a multi-touchpoint communications plan to educate consumers and referring physicians about Canadian Certified Pedorthists’ unique skills and the benefits of pedorthic treatment.
Tactics included: a comprehensive educational guide for family physicians; a 6-month brochure drop in healthcare waiting rooms; a non-audio ad on waiting room TV monitors; the sponsorship and development of two Healthy Living Minute videos with alternative health expert Bryce Wylde promoted on YouTube and Facebook; and supporting media relations and social media.
March 30, 2017