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 Launching a Medical Specialty Board |
American Board of Addiction Medicine (ABAM) |
Launching a Medical Specialty Board
American Board of Addiction Medicine (ABAM)
How do you get physicians from nearly a dozen specialties to care enough about another specialty – addiction medicine –that they decide to become board certified in that specialty? How do you educate the public, patients and their families about this new specialty certification and the value of having physicians available who are certified in addiction medicine? And how do inform other health professionals that addiction medicine physicians are available to consult on patients whose care includes treatment for addiction or its complications? These are just a few of the challenges that leadership of the new American Board of Addiction Medicine (ABAM) hoped to address when hiring Tartaglia Communications to design and execute a far-ranging communications program.
Tartaglia started by developing and gaining consensus on a set of multiple-audience messages about ABAM, its goals and plans, and the value of addiction medicine certification. A press kit, press templates for local ABAM diplomates, and specialty-specific news releases helped tell the ABAM story. Working within a modest budget and short timeframe, Tartaglia created and implemented a professional and consumer media program that resulted in major news features in key specialty publications, bylined articles and op-eds in professional journals, and consumer-focused stories in the nation’s largest media markets. Most important, the media campaign helped ABAM surpass enrollment goals for its first certification exam.
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