The AANS has announced plans to publish the first-ever neurosurgical insert in USA Today, the national daily newspaper. The planned publication date is April 7, 2000, which is the Friday immediately preceding the AANS Annual Meeting in San Francisco. It is anticipated that five million readers will see the supplement.
The goal of the insert is to educate various target publics about the broad scope of neurosurgery. The eight-page, full-color, tabloid-size piece will address the broad spectrum of neurosurgical practice–in particular, the role of the neurosurgeon and the surgical and non-surgical care he or she provides. The aim is to communicate the leading-edge nature of neurosurgical treatments today. The USA Today insert will address the following concerns:
- The referring physician’s desire to refer patients to the appropriate specialist with the goal of providing quality care to patients.
- The managed care decision-maker’s concern with cost and cost management, making sure that services are chosen to provide the best outcomes for the dollars spent, and to provide the quality of care necessary to ensure patient satisfaction.
- The public and media’s self interest in health – whether it’s in cures for an illness, relief from pain, being able to choose the doctor that is in the best position to help them, and having access to specialists without hassles or hindrances.
The insert will cover spine and peripheral nerves, pediatric neurosurgery, pain, cerebrovascular disorders, neurotrauma, tumors, as well as functional and stereotactic practice. It also will address the importance of patient access to specialty care.
Stan Pelofsky, MD, Chairman of the Editorial Board developing content for the supplement said, “This is an exciting opportunity to educate the public, business leaders, and referring physicians about the scope of neurosurgical practice. It will educate lawmakers about neurosurgical issues, alert the media to neurosurgical story ideas, and help draw the public to our Web site. Most important, it allows us to tell our story the way we want it to be heard.” Also serving on the Editorial Board are Russell L.Travis, MD, AANS Immediate Past President; Robert E. Harbaugh, MD; Robert F. Heary, MD; Bruce A. Kaufman, MD; A. John Popp, MD; Roberto C. Heros, MD; Joel D. MacDonald, MD; and Edie E. Zusman, MD.
Advocacy Versus Advertising: Telling the Neurosurgical Story
“Some may question the idea of a medical society doing a paid advertisement,” noted Dr. Travis, who originated the concept for the neurosurgical insert. “However, this very proactive approach to public awareness should be viewed as an advocacy tool rather than advertising. We very much need to pursue an aggressive public awareness campaign for the neurosurgical story. We need to stake out our practice territory with patients, third-party payers, the media, and referring physicians before others do it for us.”
Dr. Travis also pointed out that special sections in USA Today have been used to great benefit by other medical specialty societies including the American Academy of Dermatology, which just published the fourth edition of its insert “Skin Savvy – A Guide to Healthy Skin,” and the American Association of Hip and Knee Surgeons (AAHKS), which published “A Consumer’s Guide to Total Joint Replacement.”
Member Support Sought
The AANS Board of Directors has developed a plan to cover the production and distribution costs of the insert through a combination of advertising sales, corporate sponsorships, and an assessment of individual members. “This project needs the support of all members in order to succeed,” said Dr. Pelofsky. “So, we’re counting on you. For a modest investment, just $100 per member, you can support a high-profile public relations effort that will also benefit your practice. In return for your support, you will receive 100 copies of the insert to place in your waiting room for patients or to share with referring physicians in your community.”
A few weeks before the supplement appears in USA Today, it will be sent to members of Congress with a letter explaining that their constituents will be receiving the insert. After it is published, the insert will be posted on 
®. Extra copies will be available for purchase by members as giveaways to patients, insurance companies, hospital groups, and others. Details about the insert and a payment notice will reach members by December. If you have questions about the insert, call Susan Nowicki at (888) 566-AANS.