Orthopaedic group launches publicity department, names head

ROSEMONT, IL: The American Academy of Orthopaedic Surgeons (AAOS) is embarking upon its first-ever PR push, creating a department of public and media relations.

ROSEMONT, IL: The American Academy of Orthopaedic Surgeons (AAOS) is embarking upon its first-ever PR push, creating a department of public and media relations.

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

is embarking upon its first-ever PR push, creating a department of

public and media relations.



The 24,000-member group has named Sandra Gordon to helm the department,

which will present a communications plan to the organization’s finance

committee in November. It hopes to have a PR campaign underway in time

for its annual March meeting in Orlando, according to CEO Lawrence

Rosenthal.



While the AAOS has never attempted to brand itself in the past, market

research conducted by the group showed ’there’s some work we need to do

on our image,’ said Rosenthal. ’Patients are more sophisticated than

they were 10 years ago and want to be part of the healthcare

decision-making process.’



AAOS leaders decided a public education campaign would give consumers a

better understanding of what orthopaedic surgeons do and how they are

trained. The program will rely solely on PR and will likely tap outside

agencies.



In her new position with the AAOS, Gordon will direct national PR,

initiate public service advertising and oversee industry program

development. She will also be working with orthopaedic specialty

societies and state and international orthopaedic groups.



Gordon previously worked for the American Academy of Dermatology, where

she developed programs designed to raise awareness of skin-care

problems.



She has also worked with the National Easter Seal Society and received

an Emmy in 1994 for Best National PSA.



The AAOS is a not-for-profit group that provides education programs for

surgeons, allied health professionals and the public.



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