Derm PA. Today.
Public Awareness Campaign
Proposal for the Society of Dermatology Physician Assistants (SDPA) to change the conversation surround Dermatology PAs.
Team: Aishwarya Shettigar, Erin Schoemann, Kathlyn Farmer
The Problem
Recent articles in JAMA and the New York Times have damaged the reputation of Dermatology Physician Assistants (Derm PAs). SDPA has asked for a proposed public awareness campaign to highlight the qualifications, professionalism, and overall quality of care that Derm PAs bring to the table.
Our Solution is to show:
Derm PAs are the practical solution to long wait times when receiving derm care.
Target Audiences
Do-it-all Dawn
Mothers like Dawn are tech-savvy and keen to current trends in skincare. She notices more flare-ups with her skin as she ages. Additionally, she’s also responsible for scheduling appointments for her kids and makes sure her parents stay healthy.
Cautious Charlie & Skin Savvy Susan
Susan and Charlie spent their youths without using proper skin protection and are the more likely to come in for dermatology appointment.
Derm PA Today
To reach both target audiences, we propose the campaign, “Derm PA. Today.” It speaks to the urgency of long wait times and changing the mindset that caring about your health starts today. Derm PAs are proposed as the most practical solution.
Ad Lob Concepts
Visual messaging aimed at primary target audience, mothers
Visual messaging aimed at secondary audience, older couples
Campaign Branding
Social media graphics
PGA Golf Tour - Paid Sponsorship
Website Mockup