Dear Members,
I am pleased to share that the AMA’s Section of Laboratory Physicians (ASLP) has launched a new, month-long public awareness initiative: the We See You campaign. Funded by the ASLP, this effort shines a long overdue spotlight on the essential but often unseen work of Alberta’s laboratory physicians.
Across our health system, laboratory medicine forms the foundation of clinical decision making. An estimated 70–90% of medical decisions rely on laboratory analysis to support accurate diagnosis, guide treatment and ensure safe, high-quality patient care. Despite laboratory medicine’s profound impact, most Albertans will never meet a laboratory physician, and public awareness of their role remains limited.
The We See You campaign aims to change that by sharing stories and visuals across digital platforms, video channels and community spaces. These messages showcase the precision, professionalism and deep expertise of laboratory physicians – and highlight their indispensable contributions to every area of medicine and every patient journey.
The campaign is now at the halfway mark and has already generated over 2.5 million impressions across digital channels, with particularly strong reach and engagement on video platforms. I encourage you to take a moment to explore the campaign materials that illuminate the essential role of our lab colleagues.
Help spread the word
As colleagues who understand firsthand the importance of timely, accurate laboratory expertise, your voice and reach matter. I invite you to help broaden the campaign’s impact: please share and amplify the We See You campaign through your own social media channels to help Albertans better understand and appreciate the role laboratory physicians play in their care.
To our laboratory physician colleagues
Your work is vital. Your insights shape diagnoses, your precision guides treatment and your commitment supports the care every physician strives to provide.
We see you. We appreciate you. And we are proud to amplify your role in the system.
Sincerely,
Brian Wirzba, MD, FRCPC
President, Alberta Medical Association