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      Showcasing Dermatology’s Role

      Dermatologists diagnose, treat, and manage serious skin diseases, often working alongside physicians in other specialties. The SkinSerious campaign highlights dermatologists’ critical role.

      Dermatologists treat an array of conditions and provide lifesaving care. They often work with other specialties as critical members of the health care team. And they’re becoming more important than ever as the United States population ages: nearly half of all Americans over 65 have skin disease.

      After conducting research that showed policy leaders and fellow physicians are mostly familiar with dermatologists’ role with skin cancer, McCabe Message Partners developed the SkinSerious campaign to highlight the breadth of dermatologists’ work.

      The campaign has highlighted more than 30 stories of dermatologists providing essential care for patients and working with other specialists, and dozens of infographics that illustrate the seriousness of common skin conditions. In its first two years, the website generated more than 75,000 page views.

      The campaign was a finalist for two national PR awards in the PR on a Shoestring Budget and Member Communications categories.

      Client

      American Academy of Dermatology