College of Podiatric Medicine

Western University of Health Sciences

The field of podiatry is a highly evolving medical profession, and Western University’s College of Podiatric Medicine aims to be the most prominent college of podiatric medicine in the country. In order to achieve this, the field of podiatric medicine needs to elevate above the negative perceptions of this occasionally maligned medical profession. With their humanistic approach and comprehensive medical education, Western University is uniquely positioned to change the culture surrounding podiatric medicine. Podiatry is the medicine of movement, and we are its leaders.

Solution

Through market research and focus groups to deeply understand the profession, we uncovered how little most people—especially prospective students—knew about the scope and impact of podiatric medicine. We not only needed to resonate with students who weren't even considering pursuing this medical field as a profession, but with industry leaders, faculty, and donors the school needed to attract.

We built a brand foundation to change that narrative, connecting with students’ core motivations: the desire to care for others, the thrill of medical innovation, and the skill of surgical practice. By highlighting the critical role podiatric physicians play in diagnosing systemic diseases and performing advanced procedures, we reframed perceptions—transforming the conversation from bunions to a dynamic, in-demand medical career.