Internists launch dollars 3M integrated effort

PHILADELPHIA: The American College of Physicians/American Society of Internal Medicine (ACP) is readying a dollars 3 million integrated campaign to get more adult women to see internists rather than Ob/Gyns for their healthcare needs.

PHILADELPHIA: The American College of Physicians/American Society of Internal Medicine (ACP) is readying a dollars 3 million integrated campaign to get more adult women to see internists rather than Ob/Gyns for their healthcare needs.

PHILADELPHIA: The American College of Physicians/American Society

of Internal Medicine (ACP) is readying a dollars 3 million integrated

campaign to get more adult women to see internists rather than Ob/Gyns

for their healthcare needs.



The dollars 1 million, year-long PR component will be launched later

this month to position ACP doctors, commonly known as internists, as the

best providers for post-menopausal women.



David Sgrignoli, VP of marketing and sales at ACP, said that adult women

may not realize that internists can provide both reproductive and

general healthcare services.



’What we’re saying is that adult women need comprehensive health,’

Sgrignoli said. ’That’s not the role of Ob/Gyns, who are experts on

reproductive health. Our internists provide continuity of care for

women.’



ACP director of communications and PR Allison Ewing added that PR will

be used more than advertising. ’PR tactics give us an opportunity to be

more flexible, rather than just paying for an ad placement,’ she

explained.



The PR campaign will focus on five medical conditions of concern to

post-menopausal women: osteoporosis, menopause, heart disease, strokes

and breast cancer. The campaign will consist of a VNR about women’s

risks for heart disease as well as a speaking tour of ACP internists.

Member internists will also be encouraged to speak to their

communities.



Sgrignoli and his seven-member staff will be assisted by Leaper &

Associates.



The dollars 2 million ad campaign will coincide with November’s

open-enrollment period, during which health plan subscribers can change

primary care providers.



The ACP is also in the last year of its ’Doctors for Adults’ PR

campaign, in which the group positioned its internists as healthcare

providers for baby boomers.



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