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.

Challenge
With the surging popularity of cosmetic surgery and procedures, prospective patients confront a burgeoning market of new provider options—from cut-rate facilities in exotic vacation spots to medical practitioners with little or no specialized clinical training or experience in the field. ASPS aimed to educate the public about making sure their plastic surgery is safe plastic surgery.

Enter Reingold
Reingold built a multimedia social marketing campaign around the fundamental questions that every patient should ask—and the answers they should expect—before choosing a plastic surgeon, focusing on the physician's training, experience, board certification, and medical facilities. We featured this information on the ASPS website and in print advertisements, public service videos, and posters and brochures for use in physicians' offices, using engaging themes and taglines including "Plastic Surgery Is Real Surgery," "The Naked Truth," and "The Best Plastic Surgeons Aren't Afraid of Tough Questions." With our finger on the pulse of popular culture, we also responded to emerging safety issues with powerful messaging and materials—such as a video on the risks of medical tourism.

Results
After just 17 months Reingold successfully "moved the needle" on public awareness and understanding of safe plastic surgery. A survey of individuals who are considering having plastic or cosmetic surgery showed a 15 percent jump in the number who believe it is very important for the medical professional who performs their plastic or cosmetic surgery procedure to be an ASPS Member Surgeon.