A healthcare professional society engaged our team to develop a marketing plan to increase use of a care model practiced among their members, as well as to foster relationships with collaborative care partners. Their challenge was that many members mistakenly believed they were either already practicing this way or that they didn’t have the time or support to make changes to their practice. To establish a clear understanding of the successes, challenges, and opportunities for this care model, we conducted a communications-impact assessment including a review of key studies, an audit of materials, social media analysis and message testing with internal and external audiences. Through this process, we identified several key barriers and opportunities. We developed a value proposition that resonated with their internal members and external audiences and a marketing plan to advance the practice.