Vascular Specialist–November 2020

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19 CONGRESS SVS PAC What the Society is doing for vascular surgery in D.C. as election arrives

Vol.16 No.11 NOVEMBER 2020

Featured in this issue:

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JVS ASSOCIATE EDITOR Ulka Sachdev-Ost recalls her mother's career

COVID-19 ALI amid the pandemic

AMPUTATIONS Value of podiatry in limb salvage

THE BIG PICTURE

Members asked; SVS listened. The Society for Vascular Surgery (SVS) has launched a Branding Toolkit to help its members brand the specialty in order to elevate and differentiate their practices.

T ANATOMY OF A BRANDING CAMPAIGN: MAKING VASCULAR SURGERY MORE VISIBLE BY BETH BALES

his first set of branding tools tells referring physicians what vascular surgeons do and why they are critical partners when it comes to treating their patients with circulatory disease. With the toolkit, vascular surgeons also can emphasize to other healthcare professionals that surgery is only part of the repertoire of treatment they offer. The tools, to help members communicate about the comprehensive care they provide, have been in development for more than two years, said Joseph Mills, MD. He led the branding effort as chair of the Public and Professional Outreach Committee. SVS members identified branding as their No. 1 initiative in 2018, he said. Subsequent research identified confusion among patients as well as other physicians with respect to which medical specialty best treats vascular issues and highlighted the misconception that surgery is the only treatment modality vascular surgeons offer. To address these issues, the branding effort emphasizes two main concepts, said Mills: “We provide comprehensive care, and surgery is only part of our story. No one else providing components

“We provide comprehensive care, and surgery is only part of our story”— Joseph Mills of vascular care is trained and capable of offering all of the available options and long-term follow-up care that we can do. “No one wants to get rid of the essential fact that we’re surgeons—but we’re not only that. We don’t just solve patients’ acute problems. We provide care for their vascular disease for the rest of their lives.” In many instances, he noted, “we are viewed as highly technical surgeons who are relied upon for episodic interventions. “So to brand ourselves properly, the key message going forward is that we must do what we say we do, which is to provide comprehensive and longitudinal care.” See page 4

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