Established 40 years ago, the American College of Mohs Micrographic Surgeons and Cutaneous Oncologists is the preeminent professional association for skin cancer surgeons specializing in complex cancers of the face and neck. ACCMSCO recently worked with Widmeyer to reposition itself via a Branding Summit®.

The Branding Summit® brought together leaders of the College for an in-depth discussion about the organization’s core strengths and resulted in helping College leadership agree on the need for a new organization name. Further, the Summit’s graphic interface process allowed us to determine a preference for graphics and typeface to facilitate the development of a new logo. Upon completion, the College agreed on the name The American College of Mohs Surgery with the tagline “Fellowship Trained Skin Cancer and Reconstructive Surgeons.”

Following the adoption of this new brand, Widmeyer redesigned the College’s Web site to reflect the organization’s new commitment to consumer education. And to help individual surgeons better educate their patients, we redesigned a consumer education brochure using streamlined language and new graphics. Widmeyer also revamped the College’s internal marketing manual to support members’ outreach to other physicians and managed care organizations.

Finally, recognizing that a national earned media campaign will increase the visibility of individual surgeons at the College, we developed a communications manual featuring tips and techniques, now available to each ACMS member.


Moving Forward

Widmeyer continues to work with the American College of Mohs Surgery as the brand is increasingly introduced to relevant audiences and communities. Further, we are developing and will soon implement a national earned media campaign to promote Mohs Surgery performed by fellowship trained surgeons as the definitive treatment for complex cancers of the face and neck.