As the journalist Sydney J. Harris once said, “The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.”
In 2010, with the launch of the ASA Corporate Supporter Program, the challenge for the Corporate Development Department was to communicate the nuances of this unique program and to get through to our then-45,000-strong membership, as well as the industry executives in the various areas of anesthesiology.
Unlike traditional sponsorship programs, the ASA Corporate Supporter Program does not sell the ability to splash company logos on various meeting giveaways or sponsor coffee breaks. Rather, the ASA program offers pharmaceutical, medical device, coding and billing companies as well as anesthesia information management system (AIMS) providers the opportunity to support the Society’s mission and initiatives as a whole along with all of its members.
How was ASA to communicate the...
