As anesthesiologists, we know the importance of physician-led anesthesia care and the potential risks to patients associated with expanding the scope of practice for nonphysician providers. That is why it is crucial to have effective advocacy strategies in place to fight legislation that threatens patient safety and the practice of anesthesiology.

In early 2023, the Texas Society of Anesthesiologists (TSA) faced a major challenge: S.B. 1700 and H.B. 4404, two massive scope-of-practice expansion bills that would have granted APRNs and CRNAs independent practice authority in the state. The stakes were high, and we knew we needed a powerful advocacy campaign to fight these bills.

That is when TSA turned to digital advertising. Working with ASA's partner firm Reingold, a marketing company with expertise in digital advocacy, TSA launched a targeted digital ad campaign that helped us reach a specific audience and amplify physician-led care messaging.

The TSA campaign included geofencing,...

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