Case Histories - ASCRS
Raising Profile of Colorectal Surgeons
Background
Media coverage on colorectal disease, particularly colorectal cancer, has increased in recent years. In part, this has been due to celebrities who have been personally impacted by these diseases, as well as recent treatment advances.
Colorectal surgeons are experts in the screening and treatment of these diseases, yet many consumers are not aware of the central role these surgeons play in the effective treatment of colorectal disease.
The American Society for Colon and Rectal Surgeons (ASCRS) sought to raise the profession's profile, in part to address the waning influence of the colorectal surgeon due to managed healthcare pressures.
Our Program
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HB&M conducted a year-long media relations campaign on colorectal disease treatment advances and the colorectal surgery profession.
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The campaign included spotlighting new studies in the ASCRS' medical journal, focusing on issues with broad media appeal such as the effect of estrogen replacement therapy, and the use of computer imaging technology to non-invasively screen for colorectal diseases.
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In particular, the campaign efforts focused around Colorectal Cancer Awareness Month by conducting national media relations activities, facilitating local-market media relations by ASCRS members, and offering media, patient and physician information on the ASCRS web site.
Outcome
The campaign resulted in widespread media coverage in the consumer and trade press, both at the national and local levels, including:
| CNN |
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MSNBC web site |
| Reuters Health |
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Obgyn.net |
| Los Angeles Times |
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KYW-TV (Philadelphia) |
| All News Channel |
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Fort Worth Star-Telegram |
| Woman's World Magazine |
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WBBM Newsradio 780 (Chicago) |
| Mayo Clinic Health Letter |
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WJMK Radio (Chicago) |
| Medscape.com |
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The Health Network |
| Doctor's Guide to Internet |
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Women's Health Monitor |
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