Increasing Visibility and Differentiation for the ASDS
The American Society for Dermatologic Surgery (ASDS) sought to increase awareness of the organization, differentiate dermatologic surgeons from other service providers and enhance the quality and reach of media coverage. To accomplish this, GCI Health created a unified and focused key message platform, conducting desk-side briefings and in-office demonstrations with key ASDS members, leveraging new research, technologies and procedures and integrating ASDS online properties. To date, GCI Health secured more than 500 million media impressions in highly targeted publications that include the Wall Street Journal, USA Today, New York Daily News, Los Angeles Times, Chicago Tribune, CNN Radio, WebMD, AARP Bulletin, Cosmopolitan, Good Housekeeping, Allure, Ladies’ Home Journal, Health, O: The Oprah Magazine, InStyle and Town & Country. GCI Health facilitated desk- side briefings with reporters from 23 top-tier media outlets to establish relationships that will drive additional coverage in the future. And, GCI Health helped drive awareness of key focus areas for ASDS including patient safety, skin cancer prevention and awareness, research and new technologies.
Positioning a Groundbreaking Cosmetic Therapy as Market Leader through 10-year Anniversary Celebration
To celebrate the 10th Anniversary of a groundbreaking cosmetic therapy’s FDA approval, GCI Health created a first-ever partnership with PEOPLE magazine to launch Women Just Like You, a marketing campaign to showcase millions of real women treated. By reinforcing a decade of positive physician experience and millions of satisfied patients as differentiators for the brand, GCI Health continued the position of the therapy as a market leader. Campaign messaging was secured in targeted women’s books, national and local media such as USA Today, Fox News Channel, CNN, Health, Self and Redbook, resulting in more than 400 million impressions.