APMA News - July/August 2017 - 26

Podiatrists: First Responders for Vascular Disease

any Americans are unlisticle online, which resulted in 925
aware of vascular disease
total placements, yielding a total readand the many factors that
ership of 69.9 million.
may put them at risk. Even more AmerThe campaign logo.
icans are unaware that podiatrists are
APMA Gets Musical
often the first health-care providers to
In the past, APMA has advertised
spot this disease. To address these concerns, APMA created the
on several mobile apps. This year, we decided to advertise on
Podiatrists: First Responders for Vascular Disease campaign
the popular music-streaming app Pandora. We advertised
for Foot Health Awareness Month. The campaign, which kicked
with a 30-second audio advertisement with an accompanying
off April 3, provided the general public with important inforimage and banner. Listeners were then encouraged to click on
mation about the many factors that can put them at risk for
the ad or visit the campaign website at a later date. The audio
vascular disease.
advertisement generated 1.2 million impressions.
Our objectives were:
Coming to an Online
to educate target audiences about today's podiatrist's
News Site Near You
expertise on the foot and ankle and ability to effectiveIn addition to our online listicle and Pandora ads, we adly diagnose vascular disease;
vertised on news sites, including CNN, MSN, Fox News, Peoto educate target audiences that podiatrists are often
ple, ABC, CNN Money, ESPN, The Washington Post, NY Post,
the first to spot signs of vascular disease;
and AARP. We added a headline and a graphic to the bottom
to inform target audiences about the many risk factors
of different health news articles and encouraged readers to
for vascular disease; and
click to our website to learn more about vascular disease.
to provide APMA members and state component sociThese placements resulted in 6,786 clicks to the campaign
eties with tools and information they can use to eduwebsite, and 3.9 million impressions.
cate their patients.

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The spring campaign extended the focus on vascular disease begun last fall in our Diabetes Awareness Month campaign, Diabetes: A Path to Poor Circulation. We were pleased
that this topic, once again, was a big hit with both our target
audiences and our members.
The month-long campaign included a host of activities,
with national media relations efforts, new print and online
materials, online and app advertising, and more.

For Your Office
As part of every public education campaign, APMA creates
a new, campaign-themed poster and edition of our doctor-to-patient newsletter, Footprints. This year's poster was an infographic questionnaire to educate patients about the many factors that can put them at risk for vascular disease. The poster
is available to members and patients as a downloadable PDF,
so it can be printed and displayed as a tip sheet or flyer.
This year's Footprints included educational information for
patients about vascular disease in general, how to spot the
signs and symptoms of vascular disease, and vascular ulcers.
It also included a short quiz to help patients identify whether
they are at risk for vascular disease. Access the poster and
Footprints at www.apma.org/vascular.

Listicle
You may be wondering, what is a listicle? A listicle is content presented in the form of a list. Ours was titled "7 Signs You
May Be at Risk for Vascular Disease." APMA distributed the
26 APMA News July/August 2017

The campaign meme.

http://www.apma.org/vascular http://www.apma.org/vascular

Table of Contents for the Digital Edition of APMA News - July/August 2017