American Urological Association
Client
The American Urological Association (AUA), the premier professional association for the advancement of urologic patient care, works to ensure that its more than 15,000 members are current on the latest research and practices in urology.
Challenge
Incontinence is a sensitive medical condition that many patients don't discuss—even with their doctors. Often they suffer needlessly when treatment could help.
Enter Reingold
Reingold wrote the AUA's first marketing plan and created and implemented a national campaign to educate the public about the prevalence of incontinence, foster a more open and accepting public attitude toward it, and motivate people to seek treatment. We identified target audiences and crafted powerful messages to resonate with them. Then we created and placed print and TV public service announcements and brochures, and recruited and trained AUA spokespersons to generate earned media attention.
Results
Our multitiered approach reached an estimated 23 million households. Nearly 300 AUA members volunteered to be campaign ambassadors, targeting local and regional media outlets and fostering a grassroots appeal. In response to our campaign, the association's 13,000 members received a significant increase in calls and referrals, and tens of thousands of women sought specialists' care.