Annual Meeting clinical news reaches 50 million consumers
By Alexander Blevens, MD, and Carlye Fallon
Annual Meeting–related media coverage reached more than 50 million consumers across the country, positioning the Academy and orthopaedic surgeons as the experts and go-to sources for information on musculoskeletal health, research and medical advancements.
A story on joint replacement in obese patients—based on a study by Thomas Turgeon, MD—appeared in The Wall Street Journal as well as more than 30 daily newspapers nationwide. The Journal also featured stories on joint replacement during the Annual Meeting. The article on advancements in knee replacement quoted AAOS President Richard F. Kyle, MD; the other mentioned the AAOS and its patient education Web site (orthoinfo.org) as information sources for patients prior to undergoing surgery.
Coverage of Annual Meeting news in the host city of Chicago was extensive. The Chicago Sun-Times ran both the knee-replacement story and a feature on the Ponseti method for correcting clubfoot. The article underscored how the technique—developed by orthopaedic surgeon Ignacio V. Ponseti, MD—deserves more credit than it’s given for its ability to restore children’s quality of life.
Chicago’s local NBC-TV station featured the Academy’s Annual Meeting and a report on a new adult stem-cell technique for healing fractures, presented by Matthew L. Jimenez, MD. The ABC-TV outlet ran a live interview with AAOS Second Vice President E. Anthony Rankin, MD, on the latest in hip and knee replacement surgery.
Other Annual Meeting coverage included a column in the Chicago Tribune about the projected surge in hip and knee replacements by 2030 and the implications for the medical community and society at large. The study was conducted by Orthopaedic Research Society (ORS) member Steven M. Kurtz, PhD, and the story was reprinted in major newspapers across the country. USA Today ran a feature on extremity war injuries, including insights from Andrew N. Pollak, MD.
Rivers talks it up
An osteoporosis patient herself, Joan Rivers participated in interviews with four of Chicago’s top five TV stations and two of the city’s most prominent morning radio shows on behalf of the Academy. Her messages on the impact of osteoporosis—developed in concert with the AAOS—reached more than 1 million people and included both treatment and prevention information. Rivers stars in the Academy’s newest public service announcement.
During the Annual Meeting opening ceremonies, Stuart L. Weinstein, MD, AAOS past president, thanked Joan Rivers for her efforts in helping spread the word about osteoporosis.
Despite chilly weather, the hard work and dedication of Academy volunteers warmed the hearts of Chicago’s Englewood community residents with its sixth annual Safe, Accessible Playground Build. Nearly 500,000 people saw playground build–related media coverage on Chicago’s CBS and NBC television affiliates.
The Academy’s new Board of Directors also attracted attention, including a JET magazine feature on Dr. Rankin. The Tom Joyner Morning Show, heard by more than 10 million listeners nationwide, also featured news about Dr. Rankin’s election to the AAOS presidential line.
The NBC Today show recently included a segment with Joshua J. Jacobs, MD, ORS president and chair of the AAOS Council on Research, Quality Assessment and Technology. Dr. Jacobs discussed medical tourism and possible implications for patients who have orthopaedic procedures performed overseas. Nicholas DiNubile, MD, also appeared on the Today show to promote the Academy’s 2006 public service campaign related to “boomeritis” and provide tips on how to minimize injuries and continue exercising throughout life.
Dr. DiNubile was also featured with Francis B. Kelly, MD; Thomas P. Schmalzried, MD; and Riley J. Williams, MD, in a New York Times story about sports injuries in baby boomers and the Academy’s related PSA campaign.
The AARP Bulletin ran a feature story on the impact joint replacement surgery has on patients’ mobility and activities of daily living—reaching more than 22 million readers. The article featured Dr. DiNubile and several members of the American Association of Hip and Knee Surgeons (AAHKS)—Richard A. Berger, MD; Peter M. Bonutti, MD; and David Hungerford, MD—and included the pros and cons of less and minimally invasive techniques as well as links to the AAOS and AAHKS Web sites.
In April, The New York Times ran two feature stories on anterior cruciate ligament injuries in female athletes. The articles quoted AAOS fellows Henry T. Goitz, MD; Jo A. Hannafin, MD; and David McAllister, MD; and featured research from a variety of ORS members, including Martha Murray, MD; Frank Noyes, MD; Edward Wojtys, MD; and Timothy Hewett, PhD.
A March issue of Newsweek included golf injury-prevention tips from Dr. Rankin, and coverage related to shoulder and elbow injuries among Little-League players—based on a study published in the Journal of the AAOS—has appeared in nearly a dozen newspapers across the country and Canada.
Alexander Blevens, MD, is a member of the Public and Media Relations Oversight Group. Carlye Fallon was a media relations specialist in the PEMR department.