March 1, 2013
Volume 77, Number 3
Supporting Our Supporters Through Sound Communications Strategies
Sara Moser ASA Director of Corporate Development
As the journalist Sydney J. Harris once said, “The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.”
In 2010, with the launch of the ASA Corporate Supporter Program, the challenge for the Corporate Development Department was to communicate the nuances of this unique program and to get through to our then-45,000-strong membership, as well as the industry executives in the various areas of anesthesiology.
Unlike traditional sponsorship programs, the ASA Corporate Supporter Program does not sell the ability to splash company logos on various meeting giveaways or sponsor coffee breaks. Rather, the ASA program offers pharmaceutical, medical device, coding and billing companies as well as anesthesia information management system (AIMS) providers the opportunity to support the Society’s mission and initiatives as a whole along with all of its members.
How was ASA to communicate the unique properties and importance of this program to a diverse audience of more than 45,000 people from a wide variety of geographic and demographic backgrounds? To accomplish this, we would need every weapon in the Communications Department arsenal.
Initially, we created several Corporate Supporter pages on the asahq.org website, including a page explaining the guiding principles by which the program was established and operates. One of the five guiding principles is that ASA communications to all ASA stakeholders be transparent and straightforward regarding the purpose and activities of the Corporate Supporter Program. These pages provide information for our members as well as the Corporate Supporters and any others who care to look. (Go to asahq.org and click on the “ASA® Corporate Supporters” banner on the homepage.)
When we signed our first Industry Supporter, we began sharing information in the ASA NEWSLETTER each month to provide program details and to recognize our current supporters. Similar information appears in Anesthesiology
As Industry Supporters join the program, they are given the opportunity to work with the ASA Communications team on a joint press release announcing their participation in the program and support of the Society. Additionally, the ASA Communications team makes all ASA press releases available to Industry Supporters so that they can disseminate ASA news and information through their company communication channels.
Corporate Development embraced social media, recognizing it as another communication tool for a variety of audiences. Beginning in January 2012, we regularly post news about the program and its supporters on Facebook and use Twitter to promote timely events, including the Corporate Non-CME Educational Updates during the ANESTHESIOLOGY™ 2012 annual meeting.
So whether you enjoy reading online newspapers on your lunch break, cruise blogs, Facebook and Twitter on your mobile device in between cases, or prefer the more traditional newspaper or magazine with a hot cup of coffee in the morning, we hope that we’ve gotten through to you. If not, we invite you to get in touch with us. We can always go old school and have a conversation. Contact Sara Moser at (847) 268-9230 or firstname.lastname@example.org.
Sara Moser is ASA Director
of Corporate Development.
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