Made for This Moment

Nine in 10 surgeons say anesthesiologists are essential to protecting their patients in the operating room. Yet many state legislatures and private health systems have considered legislation to revise scope of practice requirements to eliminate physician-led anesthesia care. The American Society of Anesthesiologists engaged Reingold to launch a public education and awareness campaign to oppose these efforts, protect patients, and highlight the importance of anesthesiologists in their health systems.

Reingold conducted groundbreaking audience research and through the Made for This Moment campaign, effectively repositioned the specialty as the guardians of patient safety in surgery. Our digital outreach has delivered key messages to millions of state and federal policymakers, hospital and health system executives, and patients.

In an effort to leverage ASA’s most powerful advocates — its members — as voices for the specialty, Reingold developed member-generated short-form videos to share relevant information with patients, health care executives, and policymakers. Since launching in 2023, short-form video content has achieved over 1.1 million video views, and engagement, shares, and follows increased exponentially across platforms.

Since launching this effort, ASA has used digital tactics to successfully:

• Oppose numerous legislative efforts to remove physicians from anesthesia care.
• Educate health care executives about the importance of collaboration with anesthesiologists both in the OR and C-suite.
• Provide useful and medically accurate information for patients regarding their anesthesia care.