American Academy of Orthopaedic Surgeons
This association of healthcare professionals used strategic branded content distribution to support a national program and to help position their members as experts and reputable physicians in their field
Meet the client
The American Academy of Orthopaedic Surgeons (AAOS) is the world’s largest medical association of musculoskeletal specialists. The AAOS provides education programs for orthopaedic surgeons and allied health professionals, champions and advances the highest quality musculoskeletal care for patients, and is the authoritative source of information on bone and joint conditions, treatments and related issues.
The team at AAOS developed Prevent Injuries America!®, a comprehensive national injury prevention program, with the aim of increasing visibility of orthopaedics and to position these physicians as leaders in their industry. However, one of the largest roadblocks the communications team faced during this media activation plan was resources. This campaign was created with a highly strategic yet nimble content calendar to support it, but without enough hands on deck to develop and execute the content on a monthly basis, the strategy would be at risk.
Brandpoint quickly got to work supporting the AAOS team’s content calendar. With the strategic media campaign in place, the Brandpoint team was able to brainstorm the details to elevate the results, such as determining which branded content format was best, experimenting with optimization options, developing audience targeting strategies and more, all fitting into the goal budget.
In addition to strategic planning, Brandpoint also helped write a number of articles to fit into the AAOS’s media strategy, which allowed the marketing and communications team at the association to focus on the bigger picture and to be agile with last-minute topical content ideation.
Brandpoint’s team helped the AAOS create educational feature releases and listicle content that resonated with audiences and connected them directly to musculoskeletal health-related articles on the AAOS’ patient education website. Both the MAT release and listicle news formats allowed AAOS to share timely content to media in the communities where their members live and work.
These articles were distributed on Brandpoint’s industry-leading media network, earning ungated article promotion on publications like the LA Times, Chicago Tribute, NY Daily News and more.
With three distributions, the AAOS team earned over 3,000 online placements supporting the Prevent Injuries America!® program. Thanks to demographic and geographic audience targeting, this association was able to reach their core audiences to grow awareness of the program and to share important information in a timely, guaranteed way. The AAOS also gained access to an interactive reporting dashboard of their MAT release distributions, which shared data such as links to the online articles, audience metrics, a map of placements and more. This dashboard helped them easily deliver updates to their stakeholders in the organization.