Whether it's safeguarding patients, driving innovation, advocating for quality care, or helping lead during an unprecedented pandemic, physician anesthesiologists are at the forefront of making a difference in the moments that matter most. And yet recent membership and stakeholder research highlighted a widespread lack of understanding of the essential role anesthesiologists have in their patients' care and their institutions' bottom line. ASA's new awareness campaign is designed to address this disconnect by promoting the education, training, and value of the specialty and how physician anesthesiologists are Made for this Moment.

The campaign is built on quantitative and qualitative research. ASA obtained insights from physician anesthesiologists and key stakeholders, including policymakers, health care executives, patients, and other priority audiences, to identify their perceptions, knowledge and views, and also test and develop campaign messages – all of which was informed...

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