Scrubs marketer Figs managed to pull off an outrage two-fer with a recent video: offending both osteopaths and women clinicians.
Figs—which the Wall Street Journal dubbed the Warby Parker of scrubs for its direct-to-consumer sales model and stylish advertising—briefly featured the video recently on its website. It shows a female model portraying an osteopath while wearing the scrubs and reading “Medical Terminology for Dummies” while holding the book upside down.
Angry tweets and calls for a boycott followed from female and male medical professionals and osteopaths, including the apparent threat of a lawsuit for defamation from American Osteopathic Association CEO Dr. Dr. Kevin Klauer.
That tweet was later deleted.
A typical objection came from @missmedstudent: “As a female and a DO student, how would I ever ‘feel awesome’ about myself knowing that this is how you view me???”
Some noted the irony that the 7-year-old company was founded and run by two women.
In an extensive social media mea culpa, the company admitted the video was “offensive” and “disparaging to women in health care and our DO community.” Figs pledged to impose a “more robust approval process” on marketing and involve healthcare pros.
Also forthcoming: a $100,000 donation to the American Osteopathic Association.
For the latest news and updates, follow us and if you like our efforts, consider sharing this story with your friends, this will encourage us to bring more exciting updates for you.