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Mindsailing Wins Award for Strategic Campaign to Reach CMOs
The fourth major award for Mindsailing in 9 months, this Summit Creative Award specifically recognizes the agency’s effort to develop CMOSpark! - a marketing campaign of supportive educational materials designed to address the challenges faced by Chief Medical Officers in various healthcare organizations.
“Today’s healthcare CMO is in the challenging position of having to drive leadership among physicians, while also staying focused on quality of care,” explained Julie Mackenzie, president of Mindsailing.
Building on C-suite personae research Mindsailing previously created, as well as an audit of materials targeting Chief Medical Officers, the agency quickly identified two critical communications gaps for this audience: the need for a culture of continual learning and an emphasis on thought leadership.
Mindsailing developed CMOSpark! as an educational campaign to support CMOs in their efforts to champion learning, while also increasing the opportunity for Mindsailing’
Originally launched in mid-2013, the ongoing campaign generated significant, positive results: emails achieved an open rate of 65%, while materials distributed through all channels resulted in 151 content subscriptions by Chief Medical Officers.
Mindsailing is an independent, full-service agency based in Minneapolis. We help businesses transform with strategy, social innovation and honest, compelling, integrated communications. We support the process from research, strategy and ideation through creative development, production and analytics. We've used this process to develop the full gamut of tactics including: mobile apps, search and social campaigns, events, websites, collateral and direct mail.