American Society of Health-System Pharmacists (ASHP)
Product Launch and Promotional Campaign
ASHP was seeking a marketing partner to promote the sale of their printed AHFS Drug Information® reference book and the announcement of their new online product, AHFS® Clinical Drug Information™.
Two distinct yet complementary campaigns were required to promote the products’ different value propositions.
Based on stakeholder research and analysis, YGS developed a strategic marketing plan to promote AHFS Drug Information® products. Campaign themes, design, and messaging were established and utilized in all campaign tactics.
The book theme, “They trust you. You trust AHFS.”, promotes the printed book and highlights AHFS Drug Information® as the most trusted industry resource for drug information. “Help Faster. Heal Smarter.” promotes the AHFS® Clinical Drug Information™ product and expresses the necessity for speed and accuracy in the treatment of patients. It also illustrates how quickly the new online product empowers users to do their jobs better.
YGS provided messaging, design, and print and digital distribution for more than 40 campaign pieces, including postcards, direct mailers, flyers, email blasts, landing pages, print and digital ads, event signage, and collateral. ASHP expressed that campaign materials produced for ASHP’s Midyear Clinical Meeting made a strong and positive impact on conference attendees, and provided the initial engagement that drove them to product demo opportunities at the meeting.