Here’s a real-world marketing case study about…using clinical case studies.
Cindy Gall sends us this medical practice marketing success story about how the Central Texas Spine Institute (Austin) is effectively using physician-to-physician clinical case examples.
Cindy writes, “I attended a Healthcare Success seminar in September of 2010. Lonnie Hirsch recommended using case studies as a marketing technique. I loved the idea! Our referring docs love [the case study page], even those that don't like marketing at all. I change the pics, verbiage and heading for each case study.”
A recent example is compelling, with the leading edge topic: Lumbar Spinal Fusion Utilizing Adult Mesenchymal Stem Cells (clinical trial) by Randall Dryer, MD, presented in a nicely organized, one page format for a quick read. Typical sections are History, Examination & Diagnosis, Treatment and Results.
Central Texas Spine Institute has been circulating their case study information in this format for the past year. “I produce a new case study roughly every eight weeks,” Cindy tells us. “I rotate among the four doctors in our practice and vary the topics. I run 500 copies on high quality paper and distribute them to primary care, internal medicine and orthopedic physicians. Additionally, I fax them out to over 100 area chiropractors.
“I have heard excellent feedback. In fact, I have often left these behind in doctor's boxes and have received follow-up calls from the physician asking for additional information.” Cindy summarizes the benefits of the case study marketing tool from her perspective:
Our thanks to Cindy Gall for providing these insights to success—and we invite all of our readers to do the same. Do you have a success story we can share with readers? Send us your healthcare marketing ideas and we’ll include the best material at the Healthcare Marketing Exchange. Email to [email protected], or click through to our info for writers.
You’ll find additional reading about physician marketing and professional referrals in this related post.