The American College of Gastroenterology selected the Gastroenterology Associates of Baton Rouge as the winner of three SCOPY awards for their 2014 and 2015 Colorectal Cancer Awareness campaigns. The winning categories included: “Best Original Communication Campaign by a Private GI Practice,” “Best Infographic from a Private GI Practice” for Get Behind Screening, and “Most Humorous” for the Things that are Scary video. The winning submissions were selected based on scientific accuracy, potential public health impact, educational value, and originality. The Gastroenterology Associates Marketing Committee, comprised of Dr. Neelima Reddy, Dr. Kirk Mullins, and Dr. Ryan Chauvin, worked closely with a marketing agency also located in Baton Rouge, LA, in the budgeting, planning, and creative review processes to maximize potential reach, stretch allocated budgets, monitor efficacy, and produce impactful, creative content. The Colorectal Campaigns, Get BEHIND Screening (2014) and Things That Are Scary (2015), spurred from physician-agency meetings and established the end goals of CRC awareness AND of increasing CRC screenings. Creative concepts, encompassing print, TV, digital, outdoor, peer-to-peer, in-house signage, and website content strategy, were presented, selected, and implemented. Community awareness events extended to the Get Your Rear in Gear 5K and 1-mile fun run and numerous TV interviews with our physicians. Active promotion of CRC information on blog posts, whitepapers, social platforms, emails, digital ads, and landing pages produced patient appointments and measurable performance data. Dr William Anderson, of Gastroenterology Associates, states, “We are honored to have been awarded the SCOPY award for excellence in advertisement by the American College Gastroenterology, but we are even more honored to have served the people of Baton Rouge for the last 40 years. We hope that our community will continue to entrust us with your and your loved ones health care.” The ACG created the SCOPY awards (Service Award for Colorectal Cancer Outreach Prevention & Year-Round Excellence) as a new way to honor its members for their efforts to promote Colorectal Cancer Awareness. The SCOPY winners will be honored at the College’s 2015 Annual Scientific Meeting in Hawaii.
