American Society for Dermatologic Surgery
“Expertise for the Life of Your Skin” Dermatologic Brand Campaign
The Challenge
Springboard was asked to help launch a public awareness / consumer education campaign for the American Society for Dermatologic Surgery (ASDS), located in Rolling Meadows, IL.
ASDS is the largest specialty organization in the United States exclusively representing dermatologic surgeons who have unique training and experience to treat the health, function and beauty of skin throughout every stage of life. ASDS members are recognized as leaders in the field of cosmetic and medically necessary skin surgery. You’ll look and feel your best when ASDS member dermatologists combine their training and expertise with the widest range of options available.
ASDS Member Dermatologists are the Skin Experts, but the competition for consumer attention is fierce – from Plastic Surgeons to the Spas and Aestheticians down the street.
Objective
- Create preference among key audiences for ASDS member dermatologists by presenting information to the public that demonstrates the expertise of ASDS members in the most efficient, cost-effective methods possible
- Raise awareness of ASDS members, and their expertise in all areas of skin health
- Educate consumers regarding the benefits of seeing an ASDS member, and how to find one in their area
- Provide ASDS members with the tools and advertisements they need to highlight their:
- Expertise
- Range of options
- Innovation
- Experience
Co-Brandable – Print Ad / Easel-Backed Display Sign
A co-brandable print ad that could also be used as an easel-backed sign was provided in the Member Marketing Toolkit. Dermatologist offices could run these print ads with their logo on them, or display them in their physician offices.
Member Marketing Toolkit
All of the materials produced for this campaign were made available in the Member Marketing Toolkit to be provided to all ASDS members. The toolkit included print ads, posters, direct mail, online videos, social media templates, digital ads, and invoice stuffers.
Co-Brandable – Invoice Stuffer
These co-brandable invoice stuffers were included in the Member Marketing Toolkit for dermatologists to provide to patients, reaffirming that ASDS member dermatologists are the skin experts.
Co-Brandable – Postcard
These co-brandable postcards were included in the Member Marketing Toolkit for dermatologists to provide to patients, reaffirming that ASDS member dermatologists are the skin experts.
Co-Brandable – Invoice Stuffer
These co-brandable invoice stuffers were included in the Member Marketing Toolkit for dermatologists to provide to patients, reaffirming that ASDS member dermatologists are the skin experts.
Co-Brandable – Postcard
Co-brandable postcards were included in the Member Marketing Toolkit for dermatologists to mail to patients, reaffirming that ASDS member dermatologists are the skin experts.
Static Banner Ad
A series of static banners and animated GIFs were developed as a part of ASDS’s digital campaign. These ads drove back to the ASDS website, where viewers could learn more about what treatments and conditions ASDS member dermatologists provide services for, and how they could find an ASDS member dermatologist near them.