here's what we've done

• american society of
  plastic surgeons
• american urological association
• american college of allergy, asthma and immunology
• operation smile

American Society of Plastic Surgeons

Client
The American Society of Plastic Surgeons (ASPS) helps consumers define and recognize quality, access patient safety information, and understand the importance of physician training and accreditation for plastic surgery procedures.

Challenge
Dramatically increased demand for plastic surgery has attracted physicians from all specialties—who are not always qualified to perform plastic surgery procedures. ASPS needed to differentiate board-certified plastic surgeons from other practitioners, establishing its members as the gold standard for plastic surgery.

Enter Reingold
We created an integrated, strategic, multimedia communications campaign to reach out to prospective patients through advertising, websites, videos, electronic and print media, and grassroots initiatives, leveraging the voice and value proposition of ASPS's greatest asset: its Member Surgeons. Reingold launched the ASPS Ambassador Program and created Ambassador Toolkits—chock-full of brochures, videos, in-office displays, and other patient education materials to help them make informed choices. And in 2008 Reingold created P.S. Magazine, a novel and unprecedented venue for ASPS members to speak directly to their target audiences through profiles of real patients, interviews with member surgeons, features on reconstructive and cosmetic plastic surgery procedures, and more.

Results
More than 1,600 ASPS Member Surgeons (over 25 percent) have signed up as ambassadors and our consumer educational messaging has permeated the media. Two video news releases garnered more than 6 million media impressions, and our "Why Choose an ASPS Member Surgeon?" video won both an Aegis and a Communicator award. And a survey of people considering having a cosmetic procedure showed that from 2006 to 2007, the percentage of respondents who think plastic surgeons are the most qualified to perform plastic and cosmetic surgery procedures jumped from 82 percent to 92 percent, and the percentage who believe it is very important that the medical professional who performs their procedure is an ASPS Member Surgeon increased from 46 percent to 60 percent.