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There are no better advocates for promoting your practice and the role of allergists in your community than you, your staff and your patients. Use these helpful tips and resources – on messaging and branding, patient outreach, your online presence, community outreach, and media relations – to market the essential services you provide to patients. And learn how to get involved in the Nationwide Asthma Screening Program.
A consistent, recognizable brand defines and distinguishes your value in the minds of your consumers. As part of our “Find an Allergist. Find Relief” campaign, the College created the “Allergist” brand to establish allergists as the best-trained health professionals to treat allergies and asthma. To strengthen the brand, we’re encouraging all our members to use the Allergist logo and key messages on their website and in marketing materials.
- Download the Allergist logo.
- Download the Allergist branding guidelines.
- Download the Allergist messaging guide.
“Why See Anyone but an Allergist?” Advertisements
An allergist is essential for treating allergies and asthma, especially when severe. Drive that message home with our “Why See Anyone but an Allergist” series of direct mail postcards, print ads and web ads.
Your patients look to you for information and education as much as they come to you for medical care. The College has created a wealth of patient resources for you to upload to your website or use in your office. These resources are customizable PDFs, so you can insert your name, practice name and contact information. Once you have downloaded and customized the materials, save the PDF with a file name so you can easily find it later.
“Don’t Suffer, See the Allergy and Asthma Expert” flyer.
This fact sheet emphasizes the role of an allergist and how your expertise can help patients get relief.
How to use the flyer
- Place a framed flyer in each exam room and waiting area in your practice.
- Submit the fact sheet as a two-page paid advertorial to local print publications.
- Distribute the fact sheet at local health fairs, patient education workshops, Nationwide Asthma and Allergy Screening Program events and school career days.
- Upload the PDF to your practice’s website and social media site.
Frequently asked questions (FAQs) for patients, parents, teachers and medical professionals.
How to use the FAQ fact sheets
- Provide the appropriate fact sheet(s) to patients during the intake process to facilitate informed consent and shared decision-making and to clarify your role as an allergist in relieving their symptoms.
- Identify local contacts who may appreciate referral materials. For example, give the local Parent Teacher Association a back-to-school “referral toolkit” in August, and give a “spring allergy referral toolkit” to the local school nurse in February.
- Attend local community events to develop new contacts.
- Distribute the FAQ materials at local health fairs and patient education workshops.
- Develop an FAQ section on your practice website. Upload the FAQ materials so that prospective and current patients can download the information.
“Advice From Your Allergist” fact sheets.
These fact sheets provide helpful information for patients on specific topics, including allergy tablets and testing, immunotherapy, asthma symptoms and triggers, asthma diagnosis and treatment, rhinitis, and rhinitis diagnosis and treatment.
How to use the Advice From Your Allergist fact sheets
- Provide the appropriate fact sheet(s) to patients during the intake process, to facilitate informed consent and shared decision-making and to clarify your role as an allergist in relieving their symptoms.
- Identify local contacts who may appreciate referral materials. For example, give the local Parent Teacher Association a “back-to-school referral toolkit” in August, and give a “spring allergy referral toolkit” to the local school nurse in February.
- Attend local community events to develop new contacts.
- Distribute the fact sheets materials at local health fairs and patient education workshops.
- Develop an FAQ section on your practice website. Upload the fact sheets materials so that prospective and current patients can download the information.
Patient education brochures.
The College also offers a series of attractive, authoritative and easy-to-understand brochures on 12 topics relating to allergies and asthma. Each brochure also contains information on what an allergist is, when to see an allergist and how an allergist can help patients find relief. The brochures are designed to be eye-catching when set out in your office, and they give patients a better understanding of their conditions. College members receive a discount – order today.
Seasonal article templates.
Need fodder for your patient newsletter? Want to get your name in the news? The College has crafted a variety of article templates you can use in your patient newsletters and on your website, or share with the media. We have seasonal templates for spring, summer, fall and winter, as well as special National Asthma and Allergy Awareness Month articles.
Finding a doctor online is easier than ever. Your online presence should reflect the quality of care you provide to your patients.
Take advantage of the College’s “Find an Allergist” tool.
Each year, more than 200,000 patients use the College’s “Find an Allergist” tool to connect with an allergist in their area. Your website is linked directly to the tool, through your online College profile. Make sure your information is complete and up to date. Now you can add your picture and much more to your profile for a personal touch.
Make the Most of Your Website.
For many patients, especially new patients, your website will be their first entree into your practice. Put your best foot forward online with these best practices:
- Keep it current. There’s nothing worse than outdated information or broken links on a website. Make sure contact information, locations, providers, forms, and internal and external links are all accurate.
- Make it mobile- and browser-friendly. Forty-six percent of consumers research companies exclusively on mobile devices. Check your site to make sure it’s easy to view on mobile devices. Also, check to make sure it’s accessible from popular browsers like Chrome, Explorer and Firefox.
- Make content easy to find. Help your patients find the information they want as quickly as they can. Use clear headings, make resources one click away and prioritize content based on patient needs.
- Be professional. Don’t let a jumbled design or a spelling error come between you and a new patient. Proofread all content before putting it on your site.
- Provide patient education FAQs and fact sheets. Help your patients understand their conditions and treatment options with educational materials they can download straight from your website.
- Include downloadable registration forms and policies (HIPAA privacy statement, financial policy, health history form, etc.). Provide important practice information and save your patients time by letting them complete forms before their appointments.
For more tips on staying current in the digital age, check out this College Advantage article.
Your practice website has become the face of your practice. It’s important to keep your website content fresh and interesting. Consider monitoring the College’s Facebook and Twitter posts and YouTube videos, and link to these to help add up-to-date content for your website and social media posts.
— Stanley Fineman, MD, MBA, FACAAI
Stay Active on Social Media.
Patients are turning to online sources and social media for health care information. Meet your patients at their point of need by engaging them on social media sites like Facebook, Twitter and others.
Five reasons to use social media in your practice:
- Increase your visibility.
- Build your reputation and brand awareness.
- Share educational resources with patients.
- Advertise your services.
- Recruit new staff.
“Sixty-seven percent of Americans report that they get at least some of their news on social media – with two in 10 doing so often.” – Pew Research Center
For information and social media strategies for your practice, check out this webinar!
Mass media and the internet have made it easy to disseminate information quickly and continuously to millions of people. But sometimes you want to make a personal connection and reach people closer to home. Whether you live in a small town or a major city, participating in community activities can help increase local awareness of the allergist’s role in treating diseases and help promote your practice.
Use the College’s Patient Outreach Materials and “The Value of Allergist Care” PowerPoint presentation for any of the below activities.
Participate in a community health fair.
Connect with people who are concerned about their health and committed to taking care of themselves. At a health fair, consider conducting an asthma screening, providing information about allergy testing, offering tips on seasonal allergies or providing an overview about the types of conditions allergists treat.
Conduct a patient workshop or offer an asthma screening.
Offering a workshop on an allergic condition or disease can be a good way to engage patients who know they have a disease but are not being treated by an allergist. At the seminar, you can present basic information about the diseases and how an allergist approaches treatment. You can also use the workshop to encourage patients who have the same condition to talk to one another and form a support group. To reach new patients, hold the workshop in a public location rather than your office.
The College also provides free public education, registration and publicity materials to allergists who register to participate in the Nationwide Asthma Screening Program.
Give a presentation to a community group or speak at a career day.
Many organizations such as Lions, Rotary and Kiwanis clubs, alumni groups, hospitals and medical centers welcome presentations from health experts.
A school career day is also a great opportunity to answer the question, “What does an allergist do?” Consider preparing a kid-friendly fact sheet that explains how allergists help people of all ages. Props and visuals are especially helpful when talking to young people.
Sponsor a youth sports team.
Volunteering with a youth sports team is an effective way to reach children who are at high risk for allergies and asthma. It’s also an opportunity to educate coaches and parents about helping children manage their allergic diseases.
Mentor college students.
Students looking to begin a career in medicine might be unaware of the allergy, asthma and immunology specialty. Contact your local university or community college’s career placement center to find opportunities to mentor students who are considering a career in medicine. You can also offer internships or part-time positions for students who could help you develop a website or conduct community outreach activities.
Volunteer on a board.
Raise awareness of the allergist specialty and your practice among local leaders by serving on a community council. Building relationships with other members of the board will also help with word-of-mouth advertising.
Liaison with area employers.
As health care costs rise, employers are increasingly interested in keeping their workforce healthy and controlling their insurance payments. Contact a company’s human resources department to offer a lunchtime presentation on an allergy or asthma topic, or participate in a workplace health fair or asthma screening.
Partner with patient support groups.
National organizations, including Allergy and Asthma Network, Mothers of Asthmatics, the Asthma and Allergy Foundation of America and the American Lung Association have local chapters that offer community activities. Volunteer with these organizations to reach members of your community who can benefit from your expertise.
Working with the media can bring visibility to your practice while helping people who have allergies and asthma find the information and care they need. Download our media relations guide for information on when and how to contact the media, and how to publicize an event, place an op-ed, and conduct a successful interview. Use our seasonal templates for spring, summer, fall and winter, plus special National Asthma and Allergy Awareness Month templates, as a starting point for news releases to send to your local media.
The ACAAI’s Nationwide Asthma Screening Program (NASP) is an important public service campaign to help people across the country breathe easier. The program identifies people with suspected asthma, nasal allergy and exercise-induced bronchoconstriction (EIB) and refers them to allergists for diagnosis and treatment. Over 150,000 adults and children have been screened.
By conducting an asthma screening program in your community, you play an important part in the College’s nationwide effort to raise awareness about asthma, allergies and EIB and the role allergists play in treatment of these diseases.
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