PLAN-IT MARKETING WORKED CLOSELY WITH THE FOUNDERS OF PRI-MED on brand building efforts. Pri-Med, one of the largest and widely known medical conferences in the country, was initially launched in 1994 to fill a void in the primary care market. Prior to its launch, there was no major conference that brought together all of the fields comprising primary care medicine. Today, there are shows and events across the country. Our work helped Pri-Med identify methods for further building attendance at the show, including suggestions for targeting, curriculum format and content, communications strategies and partner/sponsor strategies. Physicians across four different primary care fields and a mix of practice types were interviewed in an exploratory setting.

As a result of this work, Pri-Med implemented strategies which helped the brand continue to grow. The brand now claims more than 50,000 attendees annually and has seen a 15% annual growth rate per show.

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