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ASDS/A 2020 Annual Report
Public Education Impactful and effective public education and communications is vital to our mission of creating awareness, sharing expertise and promoting patient safety. The goal of the ASDS integrated marketing campaign is to promote ASDS members as the recognized source on skin health and beauty to the public, media and fellow physicians. NATIONAL BRANDING CAMPAIGN
The Society’s branding campaign raises awareness of its members as the TRUE experts in skin health and beauty and educates consumers on the importance of board certification. The media placements drive consumers to the ASDS website. Consumers can explore a variety of information on conditions, treatments and procedures. Also, prospective patients can search for an ASDS member in their area. Pay-per-click advertising is a growing component of the Society’s branding efforts. Optimized bidding strategies, updated ad words and new display image ads are driving increased website traffic. New ad words and optimized bidding strategies created more effective campaigns. ASDS saw a reduction of more than 47% in its cost per clicks and almost double its click-through rate compared to 2019. This drives interested parties to our website while using less advertising dollars. ASDS has been able to continue our pay-per-click Google grant funding of $10,000 a month to promote its mission and the expertise of ASDS members. These marketing efforts drove more than 2.2 million impressions, more than 1 million page views and results in nearly 44,000 searches on our “Find a Derm” referring tool representing a 84% increase over the previous year.
“The branding campaign continues to expand our digital reach with increased pay per click advertising and enhanced social media content reaching consumers where they are obtaining skin health and beauty information.”
Mona Gohara, MD Chair, Branding and Media Relations Work Group
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