Branding CampaignKit Available in June

The SVS Communications Committee commissioned a research study to learn what influences physicians in their decision-making process in referring their patients. The initial phase of this research focused on the following:

PIlearning what referring physicians understand about the services and procedures vascular surgeons provide;

PItesting understanding of what vascular surgeons provide compared to what interventional radiologists and interventional cardiologists provide;

PIidentifying what factors influence the referring physicians' decision-making referral process with respect to their patients with peripheral vascular disease;

PIidentifying" positive descriptors" of vascular surgeons that can be leveraged, as well as "negative descriptors" about vascular surgeons that must be countered.

The research results emphasize the desire of referring physicians to have personal contact with vascular surgeons in their community. To assist members in making that contact, SVS has produced a new "Partners Brochure" with the option of personalizing it with your practice contact information. The brochure is part of a comprehensive branding toolkit to assist members in promoting their practices to referring physicians, the media, and the public. The kit will be available in June in the Members Only section of VascularWeb.

Dr. Bruce Perler, communications committee chair, will present the research study during the "Brand Your Practice" session at the Vascular Annual Meeting on Saturday, June 9, from 1:30 p.m. to 3:00 p.m. A practice branding consultant will offer strategies to raise awareness with the media, referring physicians and future patients. Dr. George Meier and Dr. Edward Diethrich will discuss their branding initiatives.

This information is critical in developing messages and materials to position vascular surgeons as the leaders in the field and the optimal choice for the overall diagnosis and management of patients with the entire spectrum of peripheral vascular disease. The Communications Committee believes this initiative represents the kind of activity that greatly benefits SVS members in an increasingly competitive health care environment.