Bone and Joint Clinic

Baton Rouge, Louisiana

What changed doctor’s minds about marketing?

In 2003, we were referred, by an existing client, to a group of 9 Orthopedic Surgeons to create their first web site and an image brochure. Frankly, about 3 were in favor of the project, 3 against spending any money on advertising, and 3 that didn’t seem to care either way. When completed, the doctors were satisfied with the work.

They called us back in 2006, when new physicians entering the practice needed marketing support. The work included:

1. Members of the group had differing opinions. Some believed “marketing” was a poorly designed sales ad on the back cover of a phone book. We completed a Marketing Plan, clarifying the firm’s image by listening to referring physicians, therapists, patients and staff.
2. Key strategies were outlined including relationship marketing in the form of a new “Doctor’s Orders” enewsletter and an opportunity for sports medicine with high school athletes with a new TV campaign.
3. The web site was updated with patient-friendly functions including downloadable forms, driving directions, appointment information and the brochure was updated for a consistent look.

Results!

Today, the firm has grown to 14 physicians. They definitely agree that marketing helps promote their strengths over the competition and communicate the good work they do in the community.

We created a new headline, “Treated by experts. Treated like family.” that captures the firm’s unique personality in targeted cable TV ads. Monthly new patient count has increased as shown in the graphic below.