There’s an old adage in marketing that a prospect needs to hear a message or be exposed to a brand seven times before being moved to take action. In other words, repetition rules.

The same can be said for delivering critical messages about our specialty. In order to make an impact with policymakers, hospital administrators, the media and other stakeholders, they need to hear about the importance of physician-led care from each and every one of us. That’s why Physician Anesthesiologists Week 2017 (January 29-February 4) is such an important opportunity for all physician anesthesiologists to join together and share messages about the important role we play in patient safety.

During Physician Anesthesiologists Week 2016, ASA members from across the country advocated for safe, high-quality, physician-led anesthesia through social media engagement, state and local proclamations, media outreach and in-person...

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