Association Growth: Go-to-Market Strategy for ACP in India

The Challenge

With 1.2 billion people, India is the seventh-largest country by area and the second most-populous country in the world.

The American College of Physicians (ACP), an organisation of physician specialists who apply scientific knowledge and clinical expertise to the diagnosis, treatment, and compassionate care of adults across the spectrum from health to complex illness, wanted to expand its services and expertise in this key market.

No legislation currently exists in India to make continuing medical education (CME) a requirement. Last year, the Medical Council of India established a code of ethics stating that members should complete 30 hours of CME every five years in order to re-register as doctors, but only about 20% of India’s doctors follow this as it is not legally binding.

This, and the fact that recertification is not required for practising doctors, makes it challenging to promote ACP products and resources.

The Solution

Looking to our global growth strategies for associations and numerous offices across India, ACP partnered with MCI to increase its brand awareness and visibility in this key market.

MCI was tasked with designing and managing the association’s go-to-market strategy and running its daily operations in this complex market.

Lasting Results

Since bringing MCI on board, ACP has significantly increased brand awareness.

Customised communication, driven by MCI, using print, web, and emails have led to better dissemination of information about ACP activities and membership benefits among the healthcare community.

Experts from ACP have delivered lectures in more than 30 hospitals and medical colleges and engaged in member activities across four cities in India. MCI also helped design and deliver the first national conference held in New Delhi on 5-6 September 2014.

During the event each session had one US expert and one Indian expert talking about the session topic, allowing for a better perspective and leading to healthy interaction and discussion. The Delhi Medical Council awarded 19.75 credit hours for the conference, and in total, 81% of the attendees rated the conference as very good or excellent.

Lindsey Rodger

Group PR & Content Manager

To find out more about our growth strategies for associations, please contact solutions@mci-group.com

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Author: MCI India Live

MCI India is part of the MCI Group, the world’s leading provider of strategic engagement and activation solutions and a key driver of innovation in the international meetings, events, association and congress industries. With offices in Delhi, Mumbai, Hyderabad and Bengaluru, MCI India activates brands, enhances organizational performance, builds communities and drives business results through creative live experiences, digitization, content and communication services and strategic planning. Combining local knowledge with expertise from MCI’s 1,650 experts in 60 cities and 31 countries, MCI India helps local, regional and global companies and associations to unlock their potential and deliver real change. Find out more at www.mci-group.com.

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