Fig, a medical apparel company known for stylish scrubs, apologized Tuesday for a video advertisement on its website that targeted doctors of osteopathic medicine.
“A lot of you have pointed out an insensitive video on our site – we are incredibly sorry for any injuries this has caused you, especially our lady DO (who are amazing!),” The company. said in a statement. “FIGS is a female-founded company whose sole mission is to make you guys feel terrible.”
Company also Tweeted: “We dropped the ball and we are so sorry. We love you guys and we will always listen to what you have to say!”
Video, Who is no longer on the company’s website, reads a book titled “Medical Terminology for Dummies” to a woman in a neon pink scrub while keeping it upside down.
The camera swings at the woman as she adjusts the waist of her pants, capturing a work identification card that says “D.O.”
According to the American Osteopathic Association, doctors or DOs of osteopathic medicine are fully licensed physicians. They differ from traditional medical doctors in that they are trained to take a holistic approach to patient care.
Many people raised slogans on social media on Tuesday accusing them of displaying gender bias in advertisements.
The American Association of Colleges of Osteopathic Medicine said in a statement that it was “resentful that in 2020, women physicians and doctors of osteopathic medicine are still attacked in thoughtless and ignorant marketing campaigns.”
The statement said, “A company like FIGS that tells us to spend money on our product should be ashamed to promote these stereotypes.” “We demand the respect and public apology we have earned.”
Brenna Hohl, a first-year medical student in Lillington, North Carolina, said, “The disrespect for women physicians and DOs featured in the advertisement is unforgivable.” She said that she was hurt by it.
“Not only did she offend the female DO, but it is also very disrespectful to any woman working in the healthcare sector,” she said in an interview.
Mary Thigpen, a neonatologist in North Carolina, said it’s “embarrassing”.
“Female doctor here,” she wrote on the company’s Facebook page. “How many execs saw it and nobody said a single thing? How many people in your company thought it would be a good advertisement. The real problem is this. You don’t even know your ad is garbage. Well lady Docs, nurses and staff. There is spending power and we will spend elsewhere. “
Cara Norwell, a doctor of osteopathic medicine in Dallas, said she hoped the company’s founders would gain access to a book called “Advertising for Dummies”.
She said the ad was exceptionally “ignorant and disrespectful to DOs.”
“As an incredibly smart ‘dummies don’t need medical terminology,” she wrote on the company’s Facebook page, “I don’t even need to,’ where did you spend your money with your medical degree for dummies’ Go. ‘
Norwell said he has loyally supported the brand and said of FIG “for all.”
“I’m looking elsewhere and making sure everyone knows what a waste of money it would be to buy your product,” she said. “I will seek forgiveness of your sorrow for the DO in the near future.”
Laura Kehrberg, a physician in the Golden Valley of Minnesota, a suburb of Minneapolis, said in an interview that many doctors in Facebook groups are a part of what she “provoked” by the advertisement.
She said she hoped the company did not “try to brush under the rug” and that the backlash would “with a small apology” and remove the ad.
“You have upset a lot of female physicians,” she wrote in a Facebook comment. “Only the dummy ‘will be easily forgotten … and I promise you … this group of women is not that dumb.”
The fig was launched in 2013 in Los Angeles by Heather Hassan and Trina Spear. Its apparel is marketed as an alternative to “boxy, scratchy, uncomfortable scrubs”.
The fig scrub tops start at $ 38 and the pants retail for $ 46 to $ 56.
Haasan and Spear say on the company’s website, “At FIGS we want to say that the highest standards did not exist, so we created them.”