Client
Year
Deliverables
Thought Leadership
Situation
Since 2022, the Association for Advancing Physician and Provider Recruitment (AAPPR) has partnered with Franco to elevate its CEO as a leading voice in physician and provider recruitment. At the beginning of our partnership, AAPPR was undergoing a strategic shift, moving beyond association leadership to focus more heavily on educating its members and shaping industry-wide conversations. To do this successfully, AAPPR needed to compete with large recruiting firms that dominated speaking opportunities, trend discussions and thought leadership platforms.
Approach
Franco worked closely with AAPPR CEO Carey Goryl to define a compelling and differentiated thought leadership strategy. Through in-depth collaboration, our team identified Carey’s unique areas of expertise, her distinct perspective on the recruitment landscape and her point of view on what the industry needed to do to navigate ongoing challenges. Our insight-driven approach included:
- Developing targeted pitches for high-impact speaking engagements and media interviews.
- Focusing on securing placements in priority industry publications and at events most influential to AAPPR’s audience.
To bring these ideas to life, Franco enforced Carey as a credible opinion leader through both in-person and digital strategies, including:
- Positioning Carey as an authoritative voice on recruitment trends and workforce education
- Reinforce Carey’s thought leadership across multiple channels
- Developing presentation script, conducting speaker training and supporting presentation design and messaging
Results
Franco’s outreach and positioning efforts led to consistent media coverage and growing recognition within the industry.
Our results include:
- Carey being invited to deliver a keynote presentation at the National Association of Physician Recruiters (NAPR) Annual Conference, one of the leading events in the industry.
- Repurposing presentation content into blog posts and social media assets.
- Securing high impact opportunities, including speaking opportunities at both of AAPPR’s top target industry events.
