Physician Wellness Marketing Campaign

Brand identity and awareness campaign for a peer-to-peer physicians wellness organization in Minnesota.

Twin Cities Medical Society was looking to bring awareness to a much-needed resource within the physicians community known since 1981 as Physicians Serving Physicians. The organization historically supported other physicians and their families with substance use disorders. Today, they are broadening their wellness support to include mental health. We helped rename the organization to Physicians Wellness Collaborative to signal their expanded support for substance use disorders, moral injury and distress as well as their peer-to-peer support model. We also created the brand identity and awareness materials to be used online and throughout hospitals and clinics in Minnesota. The visuals feature commonly used medical tools of our intended audience with headlines that open the conversation about their personal wellbeing. The primary goal of the campaign is to offer a welcoming and non-threatening support tool to physicians that normalizes physicians proactively asking for help.