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Scope: Foot and Ankle Sufferers Worldwide
Mission: Create New Identity, Content Strategy, Web Site, and Community Relations for the American Academy of Orthopaedic Surgeons (AOFAS).
Key Insight: America's Foot & Ankle Surgeons are Medical Doctors (M.D.'s). Podiatrists are not. Yet, few people understand the difference, or the difference it makes! By rebranding AOFAS from an unrecognizable acronym to FootcareMD.com, a vibrant, branded online presence, the association achieved a new dimension of recognition and popularity.
"FootCareMD.com has done for Foot and Ankle Surgeons what few other medical associations have been able to bring to their association Websites...a human face! - HON
For foot and ankle sufferers everywhere, FootCareMD.com is sure-footedly "an unparalleled feat on the Web — an oasis for aching feet online." - New Yorker Magazine Blog
High-heel fashionistas have a far better solution to amputation. It can be found on FootCareMD.com" —The New York Times