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Midwest Orthopaedics at Rush

Minimally Invasive Spine Surgery: the backbone of spine care

top_left_logo_bigCHALLENGE: PS Medical was asked to help world-renown spine surgeons at Midwest Orthopaedics at Rush create awareness for their minimally invasive spine services, increase website hits and build patient volume.

STRATEGY: Our team recommended that MOR create a minimally invasive spine institute, hold a series of events to kick off the new center, align with a celebrity and utilize publicity, on-line videos and referring professional seminars to market the new institute. PS Medical created the Midwest Orthopaedics at Rush Minimally Invasive Spine Institute (MOR MISI) and held a series of lunch and dinner events for worker’s comp case managers, referring physicians and heads of physical therapy centers. Former NBA all-star basketball player and spine patient Bill Walton spoke at all the events. In addition, we arranged for the public to attend an autograph-signing session with Walton. Some of the marketing tools were: a downloadable brochure; a series of videos with Walton together with spine patients who had minimally invasive surgery; social media and publicity.

RESULTS:  The campaign was successful and accomplished the following:

  • PS Medical secured three Chicago TV and three Chicago radio interviews and numerous newspaper stories for the physicians and Bill Walton.
  • During the first six months after opening, the institute received an average of 35 phone calls a month and 800 website hits on their website.
  • Spinal fusion procedures shot up 20 percent from the prior year and a physical therapy company asked the physicians to speak at an upcoming seminar.
  • Emails sent to the website referred to the doctors as “the best minimally invasive spine physicians in the country.”