American Medical Technologists

American Medical Technologists (AMT) is a nationally and internationally recognized certification agency and membership society for allied health professionals with more than 60,000 members.

AMT challenged McKnight Kurland to develop a campaign focused on clarifying how AMT members fit into the patient care team—that they are uniquely positioned to be part of the patient experience and are therefore an invaluable player in today’s healthcare arena.

Our solution began with the development of a campaign theme: We Are The Care In Patient Care. Two creative directions were selected by AMT, one photographic and one illustrative. This led to the creation of an infographic depicting AMT member touchpoints in a typical patient journey—clearly depicting their roles, importance and prevalence.

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