How an Association on a Tight Budget Used Video to Inform the Public of Its Existence

Michael GrantDirector, Marketing & Communications, Canadian Society for MedicalLaboratory Science

It’s rarely easy to get your message heard. Imagine communicating about something most people don’t know exists. That’s the setup for this case study.

The Issue - Laboratory workers are the unseen people of healthcare. “The public has no idea what we do,” says Michael Grant, director, marketing & communications, at the Canadian Society for Medical Laboratory Science (CSMLS). “When you look at healthcare you see doctors and nurses and you assume everyone is one of those two things,” he adds. “Our [members] contribute to healthcare, but they do it behind closed doors. As a patient you’re really unlikely to see a lab professional.” You don’t need to be a communications professional to know that out-of-sight often is out-of-mind.

“We’re always surveying our members and we found this lack of awareness was negatively impacting their working conditions.” Comments in surveys suggested low morale and feelings of patients not appreciating their work. For example, labs get blamed for delays but never credit for their work.