Nonprofit PR Awards: Website

American Society for Aesthetic Plastic Surgery  - Knowledge is a Beautiful Thing. 

SGB_ASAPS_NewBeauty_v2.inddA downturned economy, coupled with new, and in some cases, unscrupulous entrants into the plastic surgery sector resulted in a negative impact for members of The American Society for Aesthetic Plastic Surgery (ASAPS) a leading professional organization comprised of 2,600 plastic surgeons devoted entirely to aesthetic plastic surgery and cosmetic medicine of the face and body.

In October 2013, ASAPS launched, its consumer-facing website with the following objectives: empower consumers with knowledge and resources to make informed and intelligent decisions regarding plastic surgery; position ASAPS and its members as authorities in the aesthetic surgery space; provide demonstrable value to ASAPS members through increased referrals to their practices.

The Smart Beauty Guide website was launched with the following key features: planning toolkit with checklists designed to facilitate consultation, procedural costs and patient safety information; Ask-A-Surgeon featuring responses by ASAPS members to patients’ questions about plastic surgery; Find a Plastic Surgeon search tool for locating an ASAPS aesthetic surgeon; procedural information on surgical and non-surgical procedures; news on emerging trends in plastic surgery posted daily.

The Smart Beauty Guide website generated 5,443 visits in the first 4 weeks driven by an online contest which attracted 202 participants and social media platforms like Facebook with almost 7000 followers in the first month. And since, the website earned more than 5,000 unique visitors--81.2% are returning visitors.

The Smart Beauty Guide Facebook page has an average total post reach of 63,404 a week with an average of 2,105 people engaged in discussions around what smart beauty means.

Honorable Mentions:

  • 2013 CropLife America Annual Report Microsite
  • JPA Health Communications  - Rebuilding
  • Longwood Gardens  - Longwood Gardens

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About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.

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