The American Academy of Periodontology (AAP) is an 8,400-member professional organization for periodontists - specialists in the prevention, diagnosis, and treatment of diseases affecting the gums and supporting structures of the teeth, and in the placement of dental implants.
In response to slowed growth, the AAP needed to update and fortify their sponsorship program to build a program that was innovative and increased the value to AAP’s revenue strategy and to corporate supporters.
Conducted industry research, a high-level data analysis, internal interviews, and external interviews with the top tier AAP Corporate Sponsors to benchmark the current program and identify opportunities to innovate and areas to strengthen. Used a collaborative approach to design a new corporate recognition program, involving key corporate contacts in the process as well as through internal creative design sessions.
Developed a set recommendations to lead the AAP towards a more collaborative, strategic relationship with its sponsors to better meet the needs of the AAP’s largest sponsors and provide a basis of support for future programs and initiatives. Identified improvements to strengthen ongoing relationship management and fulfillment and designed a new Relationship Management Process in support of this. The recommendations also provided for the AAP a set of criteria to improve upon the sponsorship program as well as an approach to create opportunities for diversification and growth.