"Hoping to improve its image and boost sagging membership, the American Medical Association is launching a $60 million marketing campaign that includes heartstring-tugging ads that portray doctors as 'everyday heroes.'" The ads, which will be run nationally on television and radio and in magazines, "emphasize the nobility of the profession," explained an AMA marketing executive. One TV ad features "soaring music" and images of "a tiny premature baby grabbing a doctor's finger." Other campaign aspects include a logo redesign and "routine meetings with doctors around the country to hear what is on their minds." AMA's membership has dropped for the past five years.
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