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
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
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
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
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.