January 1999 AAOS Report
AAOS launches surveys for public relations program
The Board of Directors of the American Association of Orthopaedic Surgeons,
the parallel 501(c)(6) organization, meeting Dec. 5, in Chicago, heard a
status report from the Task Force on Public Relations. S. Terry Canale, MD,
task force chairman and second vice president, said plans were underway to conduct surveys of the public and fellows, in preparation for developing a major public relations program to enhance the image of orthopaedic surgeons. A telephone survey of consumers will assess their awareness of orthopaedic surgeons, their use of orthopaedists and other selected health care providers and their likely use of an orthopaedist as a primary physician for all musculoskeletal needs vs. as a surgical specialist. A mail survey of orthopaedists will ask for their perception of the consumer image of orthopaedists, their perception of the consumer image of competitors, the image orthopaedists would like consumers to have, their perceptions of the appropriate goals of a proposed public relations program and their willingness to support the program.