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AMA seeks fresh image with 'heroes' ads
Healthcare Strategist Trend Watch, August 5, 2005
The American Medical Association (AMA) is launching a $60 million marketing campaign that includes national television, radio, and magazine ads that portray doctors as everyday heroes. Featuring attractive, real-life AMA doctors and their patients, the ads are designed to tug at the heartstrings, with images such as a tiny premature baby grabbing a doctor's finger. Other aspects of the campaign include a redesign of its staff-and-snake logo and meetings with doctors around the country to hear their concerns.
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