A neurosurgeon at a major medical center in Georgia has been the target of a $1 million ad campaign that aims to increase his exposure to neuroscience research and education.
The ad buy comes as neurosurgeons, including Dr. Mark Schick, head of the Johns Hopkins University Medical Center’s neuroscience division, have raised their profile in recent months.
Schick, a former head of Johns Hopkins’ Brain and Cognitive Sciences Center, recently joined other leading neurosurge doctors to speak at the annual meeting of the American College of Neurosurgeons.
The campaign is the brainchild of the National Neuroscience Association, a lobbying group of neurosurgy professionals and biomedical researchers that advocates for more access to neuroscience and health information for consumers.
It is the latest in a string of ads targeting the neurosurgeries.
Schicks ad is scheduled to run in Atlanta, Chicago, Cleveland, Los Angeles, Miami, Minneapolis, New York City, Philadelphia, Pittsburgh and San Francisco.
It targets neurosurges in a new ad titled “The Brain Surgeon: Your Expert Answer to Your Health Questions.”
The campaign includes an animated video that shows Schick in a lab, surrounded by researchers who are trying to understand how he could help patients.
Schick is shown sitting at a table, surrounded in a laboratory, talking with an unnamed patient.
A narrator asks, “Is there any doubt that neuroscience and medicine are connected?” and he replies, “Yes, and I have some advice to share.”
The narrator then asks, “(You) know that we all have a connection, a mental health connection.”
Schick replies, “(Yes) but it is also a physical connection, something that is so powerful that I don’t want to talk about it.”
The ad has been airing on social media for the past week, but it hasn’t been pulled from the campaign until now.
“We wanted to be sure that the campaign that we’re running was consistent with the message that we want to communicate,” said Chris Smith, a marketing strategist with the National Neurosurgery Association.
Schuck has said he’s looking forward to working with the industry to improve access to medical information for patients.