Challenge
The American Academy of Dermatology recognized a longstanding gap in dermatologic education: a lack of clinical images representing diverse skin tones. In response, AAD launched the Clinical Image Collection—a growing, member-exclusive library designed to support professional education. To maximize the impact of this important new resource, AAD needed a comprehensive campaign to promote the offering and encourage physician contributions.
Solution
Zeller Creative Group helped bring this new member benefit to life through a fully integrated campaign. Beyond digital, we supported AAD with visual merchandising and event marketing efforts, including tradeshow graphics, resource handouts, stickers, buttons, backpacks, and other branded materials to raise awareness and drive engagement at key industry events.
We also developed two targeted videos for dermatology professionals: the first introduced the Clinical Image Collection and invited members to contribute images, while the second provided a step-by-step tutorial for using the platform. These were supported by digital and social media assets for Instagram, Facebook, and web, along with digital and conventional advertising.
Results
The campaign has driven increased awareness and adoption of the Clinical Image Collection, with a growing number of contributed images—particularly those featuring skin of color. AAD members now benefit from an inclusive, visually rich reference tool that enhances diagnostic accuracy and educational equity in dermatology.
To sustain momentum, Zeller Creative Group also produced a testimonial video featuring member feedback, designed for ongoing promotion via the AAD social media channels.
