The work that lab professionals perform is crucial, yet can be unacknowledged. The need for new lab professionals is increasing, but the number of those entering the field is not. The challenge: how do you develop and grow a community to recognize and celebrate the vital contributions of lab professionals around the world?

Abbott Diagnostics, a division of Abbott Laboratories, originally developed and continues to sponsor the program called Labs Are Vital. IMS was faced with the challenge of taking over this awareness program and expanding its reach through an online presence.

IMS took the reins and steered this program toward great success as a key program strategy consultant, team integrator, digital developer and operations manager.

Labs Are Vital, and the primary communications vehicle for the program, LabsAreVital.com, has seen monthly site visits grow from an average of 5,000 per month to more than 100,000 per month in Q3 2009.

To accomplish this, the following strategies and tactics were used: web development, social media, ecommunications, and regional event support.