For internal physicians, this campaign tugs at the heart strings

Creating one unified identify for all of internal medicine can be a challenge.

Internal medicine includes both doctors who are primary care physicians for adults and subspecialists such as gastroenterologists and cardiologists, so the American College of Physicians (ACP) created the “I.M. Proud” initiative to help its various members celebrate their profession, show pride in being an internist, and promote internal medicine as a career.

The campaign tapped multiple channels, including emails, newsletters, websites, search engine marketing and social media (with the hashtag #IMProud).

Among its multiple successes—and following ACP’s comprehensive social media campaign began to build excitement—during the targeted week in October 2019, ACP’s National Internal Medicine Day webpage saw 3,500 total downloads:

• Static poster downloads: 857
• Customizable poster downloads: 711
• Timeline downloads: 638
• Social media copy downloads: 812

Influential internists information downloads: 513