CHALLENGE: 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: