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CHEST's CMO shares insights from the rebranding experience.


American College of Chest Physicians

With a 75 year history of educating and advocating on behalf of health professionals, the American College of Chest Physicians (best known as CHEST) is viewed as the “go to” resource for clinical education and services. But an increasingly specialized world, coupled with a lack of member-based brand support, threatened membership.

CHEST partnered with Lipman Hearne to develop a clearly defined brand identity that reinforced and bolstered brand relevance, as well as strengthened relationships with a changing audience without alienating core members. By conducting research and a competitor analysis we identified what differentiates CHEST from other clinical societies, and what CHEST is better positioned to do than other organizations.