SCOPE of Pain Integrated Campaign
Boston University School of Medicine (BUSM)
Strategy Development, Creative, Email Automation, Public Relations, Remarketing, Theme Line Development
BUSM offers an award-winning continuing education program called SCOPE of Pain (scopeofpain.com). It focuses on safe prescribing practices and ways to assess and manage risk for patients who are on opioid medications. Demand for this education is high among individual physicians and small health care practices. BUSM wanted to increase usage among hospitals and health systems. Health care professionals in these organizations treat many patients who suffer from or are at-risk for addiction.
Our challenge was to get hospitals and health systems engaged in this online education. Ideally, get them to mandate it.
We initiated a detailed strategy development process. This let us assess education needs, competitive analysis, and strategic opportunities. Then we developed, presented and executed an integrated strategy based on that initial process. The goal was two-fold. First, to drive interest in BUSM’s online education among high-level health care professionals and administrators. And second, to get them to mandate the education for their clinical staffs. The core approach was driven by content marketing and an array of other tactics.
“Charge Ahead Marketing helped us successfully brand and market our Safe and Competent Opioid Prescribing Education (SCOPE of Pain) program to address the growing national opioid crisis through clinician education. Their efforts garnered us national prominence and name recognition. As well, they are a pleasure to work with!”
– Ilana T. Hardesty – Senior Operations Manager
200+ media pickups nationally, including Forbes.com
1,500+ professionals downloaded the toolkit and white paper. Hundreds are high-level administrators from large health systems, government agencies, payers, hospitals and practices.
Numerous organizations embraced SCOPE of Pain education, including a national mental health association and a major health system that had more than 1,000 staff participate.
The campaign won two Gold Awards in the 2016 Aster Awards.
The campaign was a two-time finalist in Ragan’s 2016 Health Care PR and Marketing Awards.