Campaign: Anesthesiologists: Physicians Providing the Lifeline to Modern Medicine
Winner: The American Society of Anesthesiology & FD
Seeking to rebrand itself as representing physicians who make 21st century medicine possible with improved safety and advances, the American Society of Anesthesiology hired FD to create its “Lifeline” campaign. The objectives were to mobilize American Society of Anesthesiology members via internal communications and direct outreach to key influencers.
Leveraging a digital and media strategy that would increase the visibility of anesthesiologists and give them an active voice online, the campaign made its specialized custom site, www.lifelinetomodernmedicine.com, its hub. The member mobilization portion of the campaign focused on educating anesthesiologists about the goals of the campaign, encouraging them to push these messages forward with tools such as letters and webcasts.
A Lifeline Campaign Advisory Council was formed to engage members and get them to provide feedback on the campaign’s progress. A Twitter account and a blog were also created to encourage member engagement and drive the campaign’s goals.
To date, this campaign has met its goals with overwhelming success. Over 1,000 anesthesiologists have pledged their support for it. The media outreach led to a full-length story in U.S. News & World Report; FD also receive hits in such outlets as Forbes, Chicago Tribune, Modern Medicine, Health News Digest and Health.
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