NEJM Group

Challenge

Massachusetts Medical Society (MMS), the renowned organization behind medicine’s most esteemed journal, the New England Journal of Medicine, came to Brandigo for a strategy that would take advantage of its global brand recognition while expanding its product offerings to not only preserve the prestige of the Journal, but would leverage it for continued success. 

Solution

Capitalizing on the globally recognized NEJM acronym and working closely with the team at MMS, Brandigo conceived of, developed and introduced the world to NEJM Group. This powerful parent brand would execute upon the organization’s defined mission: “To advance medical knowledge from research to patient care, making the connections between developments in clinical science and clinical practice to improve healthcare quality and patient outcomes.”

Through over 200 internal stakeholder interviews, Brandigo identified four main areas in which NEJM Group advances medicine. These four areas became the basis for segmenting the product offerings of NEJM Group and drove the development of a scalable brand hierarchy. 

To launch the new NEJM Group to the healthcare community and communicate the rich 200-plus year history of this cornerstone brand, Brandigo developed a creative campaign that leveraged the creative genius of a highly regarded artist who specialized in recycling magazines, labels and assorted analog and digital media. Given access to more than 100 years’ worth of printed editions of the New England Journal of Medicine and other publications, the artist created artwork from those actual pieces from those publications that brought NEJM Group’s mission to life. The story of the creation of these images became a PR campaign itself to promote greater awareness to the group’s introduction to the healthcare community. 

Finally, a market perception awareness study was conducted to measure market perceptions around the newly formed NEJM Group and to deliver a baseline against which the organization could annually measure perceptions and determine the success of its marketing efforts.