US orthopedic surgeons to inject dollars 2 m into PR push

ROSEMONT, IL: The American Academy of Orthopedic Surgeons (AAOS) has embarked upon an ambitious marketing push, with plans to pour dollars 2 million into PR this year.

ROSEMONT, IL: The American Academy of Orthopedic Surgeons (AAOS) has embarked upon an ambitious marketing push, with plans to pour dollars 2 million into PR this year.

ROSEMONT, IL: The American Academy of Orthopedic Surgeons (AAOS)

has embarked upon an ambitious marketing push, with plans to pour

dollars 2 million into PR this year.



The academy, traditionally not one of the most vocal groups, has taken

on two PR agencies (GCI Group and Stawasz & Partners) as well as six

internal PR staffers to coordinate its new emphasis on PR and related

activities.



AAOS members voted to increase annual dues from dollars 500 to dollars

600 in order to fund marketing efforts, raising a dollars 1 million war

chest for PR activities.



An additional dollars 1 million will come from the academy’s investment

portfolio.



’We think that this will pay for itself,’ said academy president Robert

D’Ambrosia, who added that the higher profile established via PR should

translate into Web ad income.



Stawasz is working with the academy on ’Prevent Injuries America,’ which

will be launched with a media bone-and-joint camp at the Reebok Center

in New York on April 7. GCI is coordinating ’eMotion Pictures,’ a

planned art exhibition featuring works by artists with orthopedic

conditions as well as works by orthopedic surgeons. Calls for entries

should go out by the end of March, and the academy expects to display

the exhibit at its next annual meeting in San Francisco.



Other facets of the academy’s awareness push include the production of a

PR manual, a crisis management plan, a new series of awards to recognize

writings that discuss orthopedic issues and support for a United Nations

declaration of the next 10 years as the ’Bone and Joint Decade.’



Given that the AAOS didn’t have a PR department until last year, the new

program seems incredibly ambitious. But D’Ambrosia said orthopedists are

willing to do whatever it takes to improve their image with

patients.



The academy’s web site is being expanded to give members the option of

setting up an individual page, upon which they can, for instance, offer

advice to patients. ’We’re trying to harness the electronic revolution

to help us get a better relationship with our patients,’ D’Ambrosia

explained.



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