A specialty medical society for more than 7,800 foot and ankle surgeons, the American College of Foot and Ankle Surgeons (ACFAS) serves both its members and the general public in its quest to promote the skills and expertise of these preeminent specialists. With the goal of educating people about foot and ankle health, ACFAS wanted to amplify its primary asset – their comprehensive educational website FootHealthFacts.org – and facilitate connecting patients to practitioners through its robust “Find a Foot and Ankle Surgeon” search tool.

Employing a strategy that would spotlight ACFAS’ expert spokedoctors, we implemented an integrated communications plan that told the foot and ankle surgeon story through paid and earned media that yielded impressive results.  We increased traffic to FootHealthFact.org significantly and, importantly, the number of visitors completing a search to find a foot and ankle surgeon near them increased exponentially. Our media outreach yielded coverage in premier news publications like U.S News and World Report and The Washington Post, resulting in more than 42 million impressions. A controlled editorial program added another 437 million in audience reach with almost 3,400 placements in print and online media outlets across the country.