“I’ve had the pleasure of working with the O&G team for many years. They play a critical role in our AAD strategy and execution, and the Integrated team consistently values their attention to detail and thoroughness at our largest conference of the year.”
Jason Queen
Chief of Staff
Integrated Dermatology
Delivering a Targeted, Dual-Audience Conference Experience at AAD 2026
OVERVIEW
For the seventh consecutive year, Integrated Dermatology (ID) partnered with O&G to lead the strategy, creative, and execution of its presence at the American Academy of Dermatology (AAD) Annual Meeting. As the premier dermatology event, AAD provides a critical platform for ID to connect with two distinct but equally important audiences: clinicians seeking new career opportunities and practice owners exploring transition pathways.
O&G approached AAD 2026 with a refined, audience-first strategy, designing a cohesive brand experience that spoke directly to both groups through tailored messaging, purposeful creative, and an integrated booth environment.
Approach
Audience-First Strategy & Messaging:
Developed a dual-audience framework to guide all creative and content development, ensuring clear, differentiated messaging for:
- Seekers: Dermatologists and Advanced Practice Providers (APPs) seeking to join an established practice or launch their own with the support of Integrated Dermatology’s large network.
- Sellers: Dermatologists interested in transitioning ownership of their practice while maintaining full clinical autonomy, enabled by Integrated Dermatology’s model of removing administrative and operational burdens.
This strategic foundation informed every touchpoint, ensuring relevance and resonance across the full conference experience.
Environmental & Booth Design
To create a visually compelling and inviting environment for visiting dermatologists, we collaborated closely with the client to conceptualize and design custom event graphics, strategic signage, and high-impact booth elements.
- Physical Brand Translation: Messaging brought to life through a cohesive, credibilitydriven booth environment
- DualAudience Signage: Largescale visuals featuring both a seeker MD and a seller MD
- Authenticity Through Representation: Visual cues reinforcing the brand’s dualaudience focus
- ConversationLed Layout: Booth flow intentionally designed to spark natural interactions
- Recruitment + Acquisition Support: One footprint enabling both seeker and seller discussions
Collateral System Development
All collateral was developed from concept through copywriting, design, and final production, resulting in a polished, strategically aligned toolkit for on-site engagement.
- Brochure: A unifying piece balancing both audience narratives within a single, cohesive format, clearly articulating the value proposition for each segment.
- Landing Pages: Drafted, designed and developed a dedicated digital experience, including a central homepage and audience-specific seeker and seller pages.
- Each page delivered tailored messaging, clear value propositions, and optimized contact forms to support lead capture and follow-up.
- Specific Audience-Focused Collateral:
- Pitch Cards: Individual targeted content tracks for both key audiences, with distinct messaging tailored to each audience’s motivations, challenges, and decision-making drivers.
- Current Job Opportunities Handout for those looking to take the next step in their professional dermatology career.
- Advertising: Developed copy and designed two separate print ads, including a two-page spread for Dermatology World and a half-page spot in DermTimes.
- Visual Storytelling: Extended dual-audience messaging into a storyboard for video content, ensuring alignment across motion and static assets.
Promotional Strategy & Vendor Coordination
Sourced and produced branded promotional items designed to drive booth traffic and reinforce brand recall. Managed vendor selection, pricing, production, and delivery logistics to ensure high-quality swag aligned with the overall creative strategy.
Integrated Execution
Managed the full lifecycle of conference execution, from early planning through on-site delivery, coordinating across designers, developers, and production vendors. Ensured all assets, both physical and digital, worked cohesively to support engagement, lead capture, and brand consistency.
Managed the full lifecycle of conference execution, working collaboratively with Integrated Dermatology for six months to prepare for their largest and most strategically significant event of the year.
This included early planning, coordination across designers, developers, and production partners, and on-site delivery. Throughout the process, every physical and digital asset was aligned to support engagement, lead capture, and brand consistency, ensuring a cohesive and highimpact presence at AAD.
O&G Impact
O&G’s audience-driven approach elevated Integrated Dermatology’s presence at AAD 2026, delivering a highly intentional and differentiated experience that spoke directly to its core growth audiences.
- Seventh consecutive year supporting AAD conference strategy and execution
- 10+ strategically developed collateral pieces tailored to seeker and seller audiences
- Dual-audience messaging system implemented consistently across print, video, and environmental design
- Fully integrated booth experience designed to support both recruitment and practice acquisition conversations
- Strengthened on-site engagement through clear, audience-specific value propositions
- Streamlined execution across multiple partners and vendors
