AMA launches print, TV ads

The American Medical Association launched the second phase of its three-year marketing campaign, a heavy schedule of TV and print advertisements to run through the end of the year.

TV ads will air during shows such as "CSI: Miami," "ER," "20/20" and "Grey's Anatomy" and in magazines such as Newsweek and People.

The campaign, which also features a focused advocacy agenda and new logo, is aimed at physicians and patients and highlights AMA members' everyday accomplishments.

"The next step in this visible campaign highlights physicians' dedication to their patients," AMA Executive Vice President and Chief Executive Officer Michael D. Maves, MD, MBA, said in a statement. "The 'Everyday Hero' ads acknowledge physicians and their contribution as selfless champions for medicine."

The campaign was introduced to physicians in June during the AMA House of Delegates Annual Meeting in Chicago. Print ads began appearing June 19, when the first ad ran on the back page of USA Weekend, a magazine inserted in newspapers that reaches more than 50 million homes. The AMA said this is the first time it has embarked on a national campaign featuring member physicians.

AMA leaders said two years of research and conversations with physicians nationwide helped shape the campaign and refocus the advocacy agenda. Physicians responded that they want three primary things from the AMA: involvement, advocacy and communication.

The marketing initiative will be covered each year by $20 million in marketing funds the AMA sets aside annually, AMA officials said. The goal is to raise the AMA's membership of approximately 245,000 by 1% this year.

"This campaign celebrates the caring and compassion of the medical profession and the heroic work that physicians do each and every day across this country," Dr. Maves said. "The AMA is committed to helping doctors help patients."