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. To counter negative perceptions and confusion about plastic surgery, the society needs to understand public opinion and behavior associated with plastic surgery.

Enter Reingold
Throughout our public education campaign on behalf of ASPS, Reingold has used telephone and online surveys and focus group interviews of both plastic surgeons and their past and prospective patients to identify emerging plastic surgery issues, perceptions, and practices. For more than 15 months we kept our finger on the pulse of our primary audience—women ages 25 to 54—by managing an online community of 400 women. We developed weekly facilitation plans to engage and sustain their involvement, using conversation starters, discussion guides, and surveys to obtain feedback on issues related to cosmetic procedures. For all of our research efforts, we compile and analyze the data in reports that identify key points to address in communications and outreach.

Results
Our ongoing research provides intelligence for developing and updating educational materials, media strategies, and messaging for patients for both print and online outreach, ensuring that ASPS consistently responds to the issues and concerns that are top of mind among its key audiences.