STAMFORD, CT: The American Geriatrics Society (AGS) has tapped Environics Communications to help the organization of healthcare providers raise awareness about the field.
Rosalind D?Eugenio, Environics VP and account lead, said the agency won the business after a previous relationship.
Enrivonics was previously retained for media relations surrounding AGS? Foundation for Health in Aging report, ?Caring for Older Americans: The Future of Geriatric Medicine,? in March through May 2005.
Environics is now tasked with raising awareness about the fact that while the fastest-growing population segment is the 65 and over demographic, the field of geriatrics is one of slowest-growing medical specialty practices, according to D?Eugenio.
?We?re raising awareness among consumers, the policy makers, and the academic institutions to make it possible for more students to specialize in the field of geriatrics,? D?Eugenio said.
The agency will be working with medical trade publications and will be promoting the AGS? own publications. It will also facilitate peer-to-peer communications between geriatric specialists and medical students.
?We want to enable more medical students and residents [in the field] to speak to other potential residents,? D?Eugenio said.
She said that the agency would push the message that geriatrics has become more complex, that seniors have changing health needs.
?Specialists may now be treating a 70 year-old patient who is gearing up to a run a marathon,? D?Eugenio said. ?The patient clientele and their needs are expanding, and so is the expertise.?
Billings are undisclosed. The agency will have five or six people on the account from the DC and NY offices.