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Physician Marketing Case Study

The Challenge

Podiatric Surgeon, Dr. Yolanda Ragland, of Fix Your Feet in New York City, wanted to expand
her medical practice to the Washington,DC, area. Twice a month she would travel to Washington,DC, to see patients. Unfortunately,  no one was responding to her radio ads.  Dr. Ragland called us after a referral from another physician recommended our services.  We met with Dr. Ragland and reviewed her marketing campaign, which consisted primarily of radio advertising, with no creative message defining her specialty.

The Plan

We developed several new radio creative messages for Fix Your Feet, and took over the buying and placement of her media. We developed an interactive strategy using SEM, and focused search terms for podiatric problems. We placed a print ad campaign in key magazines locally and nationally. The fully integrated campaign ran for six months, with the plan of weaning off parts of the media components as the awareness built.

The Results

After the first month of radio ads, Fix Your Feet patient’s schedule increased by 60%, after three months of SEM management, we saw a positive gain in hits and appointment booking. The specialty print ads also generated a 300% ROI.

The Next Steps

Encouraged by the initial results, Dr. Ragland wanted to increase her marketing budget and spend more, but we showed her the numbers and reduced her budget to achieve the same results by using certain media at different intervals.

 

Physician Marketing Case Study November 9, 2011