here's what we've done

• branding
• research & analysis
• social marketing
• media relations
• community relations

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
ASPS' reputation is challenged by competition from other associations and medical specialties, stigma associated with plastic surgery, and reality TV and media sensationalism. The society needed to elevate and underscore the service and exceptional qualifications of the plastic surgery profession with a brand that differentiates its members from less-qualified cosmetic surgery practitioners.

Enter Reingold
Reingold developed and launched the ASPS Member Surgeon brand, distinguishing board-certified ASPS members as the gold standard of cosmetic medicine. The brand stresses Member Surgeons' training, experience, and qualifications, and leverages the recognition and credibility of the ASPS logo. And to make the brand relevant to consumers, we created a platform of qualifications that supports the brand.

Results
The consistent use of the ASPS Member Surgeon brand and accompanying materials and messaging, both within the society and among its members, has successfully differentiated them from competing associations and practitioners. Independent surveys of individuals who are considering having plastic or cosmetic surgery or procedures in the next year or two showed a 10 percent increase in respondents who think plastic surgeons are the most qualified to perform plastic and cosmetic surgery-and a 14 percent jump in the number who believe it is important that the medical professional who performs their plastic or cosmetic surgery be an ASPS Member Surgeon.