Leading with Humor

National Board of Medical Examiners

How do you get Americans to value health care assessment?

Best known as the developer of the U.S. Medical Licensing Exam, the National Board of Medical Examiners (NBME) faces a constant challenge communicating the scope and value of its work developing assessments for the wide audience of health care professionals.

The video we created for the NBME’s centennial year uses gentle humor to articulate otherwise dry information about the NBME’s services. The video went viral, with peer organizations like the American Association of Medical Colleges asking to send it to their constituents. Even job candidates have expressed a better understanding of the organization’s work.

Earlier, to strengthen the NBME’s messaging, we created a communications plan, conducted key messaging training, and implemented targeted media outreach. We later worked with the executive committee and senior management on a concise “elevator speech” for the general public.