The Society for Vascular Surgery (SVS) has launched a new patient-facing website aimed at bridging the information gap between members of the public and their vascular care providers. Your Vascular Health allows patients to navigate the complexities of vascular health with accurate, easy-to-understand resources.
A cornerstone of the broader SVS branding initiative, it is central to efforts aimed at enhancing public awareness of vascular disease and highlighting the critical role vascular surgeons play in managing these conditions.
More than just a digital brochure, the site serves as a comprehensive tool to empower patients and caregivers to make informed decisions about their vascular health. It provides credible, in-depth information on conditions like peripheral arterial disease (PAD), aneurysms, deep vein thrombosis (DVT), and carotid artery disease, among others.
Guided by the latest clinical research and expert recommendations, the platform aims to be the go-to resource, offering support at every stage—whether patients are learning about vascular health for the first time, undergoing testing or managing a condition, according to William Shutze, MD, SVS secretary and a key spokesperson for the campaign.
The branding initiative’s origins predate the pandemic, when the organization rolled out initial toolkits aimed at educating patients and referral sources like primary care doctors.
According to Shutze, the effort intensified in 2023 following an extensive communications retreat designed to refine the SVS’s messaging strategy. “We spent much time honing our understanding of the different target audiences. We then developed messaging that would resonate best with each group, whether patients, referral physicians, healthcare executives, or medical students. That was our blueprint, and we’ve built upon that foundation to arrive at the point we’re at today.”
This blueprint helped build the foundation for the website, the most patient-centric aspect of the campaign. It offers visitors information on various vascular conditions through patient education flyers, treatment options and ways to connect with qualified vascular care providers.
Shutze emphasized the importance of offering actionable insights, stating, “We designed this site to give patients real, tangible information about how they can improve their lifestyle for better vascular health. It’s not just about listing symptoms or treatments. We want to empower patients with the knowledge that they can take control of their condition, whether through lifestyle changes or knowing when and how to seek medical intervention.”
Features aimed at maximizing accessibility for the user include condition-specific information, from which patients can learn about common and complex vascular conditions, their symptoms, risk factors and the latest treatment options.
Lifestyle resources include blog articles that focus on how patients can make daily lifestyle changes—such as diet, exercise and smoking cessation—significantly impacting vascular health. A physician directory functions as a searchable database of board-certified vascular surgeons, complete with biographies and areas of expertise, and helps patients find the right specialist for them. Real-life accounts from patients undergoing vascular treatments are featured, offering inspiration and reassurance for those embarking on their healthcare journeys.
The introduction of Your Vascular Health coincided with the launch of another significant aspect of the SVS’ branding efforts: on Oct. 23, the Society unveiled the findings of a comprehensive consumer survey that sheds light on public perceptions and misconceptions about vascular disease. The survey revealed that 82% of respondents are unfamiliar with the medical specialty that has the most comprehensive training for treating vascular diseases—vascular surgery. The results will help shape ongoing SVS efforts to raise awareness, both on a national scale and within local communities, via a three-year public awareness campaign called “Highway to Health—Fast Track Your Vascular Health,” Shutze explained.
Shutze was at the forefront of this media effort, participating in interviews across TV, radio and other platforms. “We’re hitting the ground running with a six-hour media blitz,” he explained as he prepared to hit the airwaves. “We’ll be discussing the survey results and promoting the new website, ensuring that the public knows about the vast resources available to them.”
While Your Vascular Health marks a milestone in the SVS’s branding campaign, it is only the beginning. Shutze said, underscoring the long-term scope of the effort—much like the continuous branding strategies employed by major corporations. “We’re not treating this as a one-and-done situation,” he said. “For the campaign to be truly effective, we’ll need sustained effort over the coming years. Think about how companies like Coca-Cola never stop branding—they evolve and refresh their message but keep at it. We’re taking the same approach with vascular health.”
Shutze believes that for the initiative to reach its full potential, all SVS members must participate. “Our national efforts are critical, but just as important are the local efforts made by individual surgeons and care providers,” he said. “We’re giving our members the tools to brand themselves and their practices to participate actively in this larger movement.
“This is just the beginning. We’re on a journey to ensure that patients everywhere know how to take charge of their vascular health and that they understand the critical role vascular surgeons play in that journey.”
