ACP Academy
Healthcare Sector
SME
August 2025
Focus Group Facilitation, Social Media Strategy & Website Audit
"The videos of the focus groups were really good – I was surprised at the commonality of themes. This content plan looks amazing and your feedback on the website has been invaluable." - Founder, ACP Academy
Background
ACP Academy is an online hub for clinicians to elevate their confidence, streamline decision-making, and lead with knowledge and precision.
Having recently developed a new membership product, ACP Academy needed marketing support to refine its go-to-market approach. They wanted real insights from their target audience, a website optimised for conversion, and engaging social media content to build awareness and drive subscriptions.
The challenge for KLW Marketing? Deliver results in a highly specialised medical niche – without being a clinician. Fortunately, we thrive on connecting with people, making the focus groups and customer insight work both enjoyable and impactful.
What we did
KLW Marketing delivered a three-pronged approach:
1. Online Focus Groups
Kathryn worked with ACP Academy to design and facilitate two focus groups with 12 clinicians across different practice areas. These sessions explored perceptions of the new product, barriers to adoption, and opportunities to improve positioning. Kathryn analysed the feedback and delivered a clear, actionable report for the leadership team.
2. Facebook Content Strategy
A 12-week content framework was created to boost brand awareness and engagement. Centred on three pillars – education, promotion, and community building – the plan repurposed existing video and web content while introducing new ideas tailored to the target audience.
3. Website Audit for Conversion
Kathryn conducted a full review of the public website and members’ area, providing immediate recommendations for user experience improvements and longer-term ideas for future development. The goal: make it easy for visitors to join and stay engaged.
Impact
By the end of the project, ACP Academy had:
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Validation of their new product from real-world clinicians.
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A prioritised roadmap for website UX changes to improve conversions.
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Repeatable Facebook content tailored to their audience and easy to schedule.
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Time-saving tools and processes to make future marketing more efficient.
These insights and actions gave ACP Academy a confident, customer-led foundation for launching their new membership product – and a clear plan to grow.