National Medical Association
How Backbone Creative grew the client's following and monthly continuing education attendance with an email marketing program built around the association's own education calendar.
A Professional Home for Physicians
The client is an international membership organization committed solely to the professional development and fellowship of physicians, mid-level practitioners, and dentists.
The association advances research, education, and training in its medical specialty, promotes the highest professional and ethical standards of care, and provides a venue of advocacy for its members and their patients.
Its education programming runs year-round: twice-monthly Grand Rounds, member publications, a Fellowship program, and the Annual Education Conference — the premier CME event in the field.
Grand Rounds
Live virtual sessions on the first and third Thursday, 1:00 PM Eastern
Annual Education Conference
Two clinical tracks — Medical and Mental Health
Publications
A quarterly clinical supplement and an op-ed journal
An Email Program Built Around Education
Email Marketing Strategy
A full email program built around the association's calendar — Grand Rounds, member publications, and the Annual Education Conference.
Automated CE Reminders
Recurring reminder sequences for twice-monthly Grand Rounds sessions so members never miss a continuing education opportunity.
Newsletter Design & Production
Clean, mobile-first templates for member newsletters and publications that put clinical content front and center.
List Growth & Segmentation
Segmented lists by member type — physicians, mid-level practitioners, and dentists — so each email speaks to the right clinician.
Conference Promotion
Multi-touch email campaigns driving registrations for the Annual Education Conference and its two clinical tracks.
Web & Link Ecosystem
A rebuilt link structure connecting emails to conference, Grand Rounds, membership, and publication pages.
Great Education, Inconsistent Reach
The client was already producing exceptional continuing education — national experts, twice-monthly Grand Rounds, and a conference clinicians genuinely look forward to. The problem wasn't the programming. It was making sure members knew about it in time to attend.
Announcements went out unevenly. A member who missed one email missed an entire session. Attendance swung from month to month, and the association's following grew far more slowly than the quality of its work deserved.
They needed a reliable communication rhythm — one that reached the right clinicians, on schedule, with a clear reason to click.
What We Delivered
An Email Engine, Not One-Off Blasts
We replaced ad-hoc announcements with a consistent, scheduled email program tied to the association's education calendar — so members hear from the client on a rhythm they can count on.
Repeat Continuing Education Attendance
Automated reminder sequences around each Grand Rounds session turned one-time attendees into monthly returning CE participants and lifted registrations for the Annual Education Conference.
A Growing, Engaged Following
Every email routes members back to the client's own pages — conference, membership, publications, and job board — growing the association's owned audience instead of renting it from a platform.
Email Is the Membership Channel
For a professional association, email isn't a promotional tool — it's the primary relationship with the membership. Clinicians working busy clinical shifts aren't scrolling social feeds during a shift. They check their inbox.
Backbone Creative built the client's program around that reality: predictable send schedules tied to the education calendar, automated reminders that fire before every Grand Rounds session, segmented messaging for physicians, mid-levels, and dentists, and every link pointing back to the association's own pages.
The outcome is a following that keeps growing and a continuing education audience that shows up month after month — because the reminder always arrives.
Want the same kind of consistent member engagement for your organization? That's the work we do.
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