here's what we've done

• graphic design
• broadcast media
• multimedia
• advertising
• promotions & exhibits

American Society of Plastic Surgeons

Client
The American Society of Plastic Surgeons (ASPS) is the largest plastic surgery specialty organization in the world, composed of more than 6,000 board-certified plastic surgeons. With Reingold's strategic and creative guidance, ASPS is bringing its good work—and the societal benefits of plastic surgery—into the mainstream.

Challenge
To help raise awareness about safe plastic surgery and the outstanding qualifications of board-certified plastic surgeons, ASPS needed an advertising campaign that not only resonates with target audiences but also reaches them through the media and communications channels they use most.

Enter Reingold
Reingold created a truly integrated strategic campaign. To highlight the enormous benefits of reconstructive surgery, we featured the compelling stories of actual patients—a mother of a child with a cleft lip, a firefighter suffering a hand injury, and a breast cancer survivor—with whom people can readily identify. In response to the increasing popularity of medical tourism, we produced a video PSA underscoring the risks. For our primary audience of women aged 25-54 who are most likely to be considering cosmetic and plastic surgery procedures, we placed ads in popular women's magazines—including Cosmopolitan, Glamour, Allure, Fitness, Self, and Pregnancy—that depict ordinary women of all ages considering the qualifications of their doctor. And because 90 percent of the target population first searches online for health-related information, we've created online advertisements with Flash animation for websites including I-Village and WebMD. We also mobilized ASPS members and the latent power of their office networks, creating an ambassador toolkit chock full of engaging materials for them to use in educating their audiences on choosing a plastic surgeon and ensuring patient safety.

Results
More than 25 percent of ASPS members have become ambassadors who deliver ASPS messaging and materials to community and professional groups, colleagues, and patients. ASPS expanded its online reach as well, with a 2008 paid search advertising campaign on Google, Yahoo, and MSN garnering 283,650 clicks and generating more than 78,000 find-a-surgeon referrals. In addition, our iVillage campaign received more than 131,000 visitors and more than 154,000 page views, and the WebMD campaign had more than 207,000 visitors and more than 521,000 page views.