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.
