Case Study: The American College of Cardiology
Challenge
For over half a century, the American College of Cardiology has served as the standard-bearer organization for the global cardiovascular medical community. Through its authoritative medical journals, conferences, and governing bodies, ACC establishes and applies the principles for quality cardiovascular care through the most advanced education and research, and plays a key role in shaping international health care policies.
In one key area, however, the College had inadvertently fallen behind the times. During the 1990s, a (then) radical new form of cardiovascular treatment –"interventional cardiology" – had been developed. Over a relatively short period of time, this innovative branch of medical science had proven itself through research and clinical trials and had suddenly established itself as a powerfully effective alternative to more traditional forms of cardiovascular treatment.
The College had failed to anticipate this sudden, seismic shift in cardiovascular care, and found itself lagging badly behind both in effectively governing and meeting the needs of the rapidly growing number of Interventional Cardiologists (or IVs). The organization's leadership had awakened to the urgent need to address this issue and create a major new division dedicated to interventional science – to be launched with a new annual conference devoted entirely to the IV professional community.
Solution
I was brought in together with the principals of J Street Consulting to develop all dimensions of the new program’s planning and communications. From the outset, our focus was to understand as fully as possible the unique profile and complex needs of the Cardiovascular Interventionist.
Through in-depth interviews and facilitated group sessions, a detailed portrait of the Interventionist emerged. Until very recently, he had been a young explorer innovating on the fringes of the larger, older, more established cardiovascular medical community. But then something happened: the industry changed. What was once a radical movement had become part of respected, mainstream medicine. His practice had come of age. And the Interventionist was ready for a new level of professionalism that acknowledged this new mindset and that addressed his needs.
And so every element of the program, from the name and branding to the conference publications, was meticulously designed to speak to this audience. The logo mark itself consisted of the letters “IV” shaped into an iconographic human heart. At the press conference where the program was first announced, the film and print media presented a vision of the IV adventurer ascending to the summit of his profession.
And for the Interventionalist we created the inaugural i2 Summit: Innovations in Intervention. This would be an annual conference consolidating cutting-edge interventional science, late-breaking clinical trials, live cases from hospitals worldwide, innovations in the field, and certification opportunities. The Summit was structured to provide a more intimate forum for discussion, networking and camaraderie, dedicated to delivering unsurpassed knowledge, innovation and networking for the interventional cardiology community. With every detail purpose-designed to meet the particular needs and aspirations of today’s Interventionalist.
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