Attention spans are shrinking – people generally lose concentration after only eight seconds – and with new social, digital and media channels arriving each day, making messages resonate with the public requires an ever-evolving approach.

This year, our ASA Public Relations Department embarked on a new strategy to keep our messages about patient-centered, physician-led care top-of-mind with the public using a multi-channel campaign. This approach combines digital, social and traditional media relations efforts to reach key audiences.

The home base for this engagement is our public-facing website When Seconds Count. Since its launch in 2013, the When Seconds Count site has seen tremendous traffic growth. Digital ads promoting new content and elements such as physician and patient stories reinforce the role the specialty plays before, during and after surgery and in pain medicine.

From January to June 2016, digital...

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