Media Relations PR Case Study - Healthcare
Overview | Minimally Invasive SpineCARE
Minimally Invasive SpineCARE was a new spine practice in Irving, TX, that needed to increase awareness and develop and maintain its brand. Ultimately, the healthcare practice hoped to increase patient traffic and grow as a business. In addition, the Dallas-Fort Worth Metroplex has an abundance of healthcare facilities, so differentiating the practice from its competition was a key concern.
During the engagement, the company opened 10 spine clinics throughout North Texas. It also changed its name to Lumin SpineCARE. The brand expanded its service offerings to include orthopedic care, pain management and primary care in an urgent care setting. In addition, the practice also opened a specialty surgical outpatient center, Star Medical Center, that focused on spine, orthopedics, gastroenterology and women’s health.
Approach
TrizCom PR worked with the Minimally Invasive SpineCARE communications team to establish a strategic PR plan, which included creating a strong, differentiating brand identity and strategies to introduce the brand to the media. In turn, the press would introduce Minimally Invasive SpineCARE and its brand to current and potential patients, physicians, investors, potential employees, etc.
TrizCom PR created and pitched creative human interest stories, media releases and alerts, guest columns, feature stories, newsjacking opportunities, expert source content and medical profiles with appropriate messaging to support this brand, establishing Minimally Invasive SpineCARE as the “go-to” expert on spine care and pain management. TrizCom PR worked with local and national press and spine and pain management trade media, influencers and social media experts. In addition, TrizCom PR positioned the physicians of Minimally Invasive SpineCARE as thought leaders on minimally invasive spine surgery and pain management by securing speaking engagements and expert source placements. Other tactics included nominating Minimally Invasive SpineCARE and its doctors for local and trade awards, creating community outreach campaigns, providing event support when needed, conducting media training and handling crisis communications. .
Content Creation
TrizCom PR created effective public relations content that accurately communicated Minimally Invasive SpineCARE’s desired message. Our team of experienced public relations professionals ensured every piece of content was crafted with precision and care - so each time we delivered valuable information, it truly resonated with the partner’s target audience, including:
Press Releases
Media Alerts
Byline Articles
Award Nominations
Speeches
Press Kit
FAQ
Webinars
Community Profiles
Blogs
Custom Reports
E-Books
Briefing Books
Internal Comms
Strong Results
Media coverage increased by more than 500% year-over-year. TrizCom PR secured 2,898 earned media placements on behalf of the partner.
As Seen In
Awards Submissions
Dallas Business Journal “Who’s Who In Health Care”
Becker’s Spine Review “Spine Surgeons to Know”
Becker’s Spine Review “Leadership Award”
Becker’s ASC Review “Gastroenterologists to Know”
CATEGORY EXPERTISE
Outstanding Results In Earned Media
Earned Media Placements (representative)
Becker’s Hospital Review 100 things to know about healthcare in Texas
Becker’s Spine Review 11 spine, neurosurgeons making headlines this week
Becker’s Spine Review 17 Spine surgeons receive leadership award
Becker’s Spine Review 41 Orthopedic practice openings, expansions in 2014 so far
ScarySymptoms.com Are the Joint Aches of Microscopic Colitis Destructive?
ScarySymptoms.com Benign Causes of Elevated ALT and AST
ScarySymptoms.com Can Bad Body Odor Be Only Symptom of Liver Disease?
ScarySymptoms.com Can Joint Aches of Microscopic Colitis Feel Like PMS?
ScarySymptoms.com Can Liver Disease Odor Really Smell Like Bleach?
ScarySymptoms.com Can Microscopic Colitis Cause Diarrhea
ScarySymptoms.com Can Microscopic Colitis Symptoms Be Too Mild to Notice?
ScarySymptoms.com Can Non-Alcoholic Fatty Liver Disease Cause Bad Body Odor
ScarySymptoms.com Can Non-Alcoholic Fatty Liver Disease Raise LDL, the Bad Cholesterol?
ScarySymptoms.com Causes of Sharp Knee Pain After Running
Becker’s Spine Review Dedicating your life to spine
EndocrineWeb.com Diabetes-related foot and ankle problems
EndocrineWeb.com Diagnosis and treatment of diabetes-related foot and ankle problems
ScarySymptoms.com Different ALT and AST Values for Different Kinds of Liver Conditions
Becker’s Spine Review Dr. Douglas Won opens new SpineCARE clinic location
Yahoo Mujer Food allergies and sensitivities
ScarySymptoms.com For How Long May Enteropathic Arthritis Precede the Onset of Diarrhea
ScarySymptoms.com How High Must the ALT and AST be to Signal Liver Disease?
Irving Weekly Irving surgeon recognized by Becker’s Healthcare
ScarySymptoms.com Microscopic Colitis Exercise Guidelines by GI Doctor
ScarySymptoms.com Microscopic Colitis Flare-up: How Short Can It Last?
ScarySymptoms.com Microscopic Colitis: Can Intermittent Fasting Help Diarrhea?
ScarySymptoms.com Microscopic Colitis: Can Joint Aches Be the Only Symptom?
ScarySymptoms.com Microscopic Colitis: Prostaglandin & Pelvic Cramp Connection
ScarySymptoms.com Microscopic Colitis: Will Exercise Increase Diarrhea?
ScarySymptoms.com Odor from Liver Disease: the Body Part It Comes From
ScarySymptoms.com Pain from Neck into Shoulder: Causes
ScarySymptoms.com Pain Where Butt Meets Back of Thigh Causes and Solutions
Dallas Business Journal People on the Move: Dilip Tandan
Dallas Business Journal People on the Move: Kathryn Goldstein
Dallas Business Journal People on the Move: Mark Kennedy
ScarySymptoms.com Percentage of LD Patients Who Have Bad Body Odor
Becker’s Spine Review Reigning in costs
ScarySymptoms.com Shin Pain While Walking: Causes and Solutions
ICTN Discover Irving Spine health
Becker’s Spine Review Spine neurosurgeons making headlines this week
Becker’s Spine Review Spine Neurosurgeons making headlines this week
Becker’s Spine Review Spine Surgeons to Know list, 2014
BioSpace SpineCARE opens clinic in Mansfield
Healthline.com Stretches to soothe neck pain
ScarySymptoms.com Why a Gluten Free Diet Can Benefit Microscopic Colitis
ScarySymptoms.com Why can MC Cause Low Back Ache
ScarySymptoms.com Why Does Microscopic Colitis Cause Joint Pain?
ScarySymptoms.com Joint Pain in Crohn’s, Ulcerative Colitis vs. Microscopic Colitis
Ramber Newspapers ‘Becker’s Spine Review’ Honors Dr. Douglas Won with 2014 Leadership Award
Becker's SpineReview 10 Must-Read Business Articles for Private Practice Spine Surgeons
Becker's Hospital Review 100 things to know about healthcare in Texas
Becker's SpineReview 100 times spine surgeons made headlines this year
Becker's GI & Endoscopy 2014 Outlook: 7 Issues for Gastroenterologists to Focus on This Year
Becker's SpineReview 23 Spine-Driven Ambulatory Surgery Centers
Becker's SpineReview 341 spine surgeons to know — 2017
Becker's SpineReview 51 Spine Surgeons on Top Leadership Strategies
Becker's ASC Review 6 Tips for Smarter Case Scheduling
Becker's ASC Review 6 Ways to Slash Costs of Spine Surgery at ASCs
Becker's SpineReview 8 Things for Spine Surgeons to Know for Thursday
ScarySymptoms.com Acid Reflux Can Affect throat without Chest Burning
Dallas Business Journal Announcing the 2013 DFW Who's Who in Health Care
Irving Weekly Back To School 101: OrthoCARE's Dr. Nere Onosode Provides Foot And Ankle Tips To Keep Kids Healthy
Denton County Best of Denton County
North Dallas Gazette Dr. Douglas Won Honored for Excellence in Health Care, twice
The Dallas Morning News Dr. Douglas Won of SpineCARE in Irving recognized
Plano Star Courier Five on Three: Star Medical Center
Dance Forums How do spinal fusions affect competitive dancing?
Irving Weekly Irving Doctor Receives National Leadership Award
ScarySymptoms.com Lag Time Between Joint Pain & Diarrhea in Microscopic Colitis
Corporate Wellness Magazine Lower Back Pain Prevention in the Workplace
Plano Magazine Lumin Health Ribbon Cutting
TopMD Meet Dr. Douglas Won | Dallas Fort Worth Spine Surgeon
North Dallas Gazette Minimally Invasive SpineCARE adds dual-certified Doctor to physical therapy, chiropractic team
Becker's SpineReview Minimally Invasive SpineCARE Changes Name to SpineCARE
PR Web Minimally Invasive SpineCARE Founder Dr. Douglas Won Recognized for Excellence
Living Well Magazine Minimally Invasive SpineCARE offers revolutionary care in the treatment of acute and chronic conditions of the spine
Becker's SpineReview Minimally Invasive SpineCARE Opens New Clinics in Texas
Becker's ASC Review New Dallas Surgery Center Focused on Outpatient Spine Set to Open
Playmakers November 3 – Dr. Douglas Won and Ray Washburne
Dallas Business Journal People on the Move: Douglas Won
NBC 5 Plano Hospital Holding Job Fair
ScarySymptoms.com Postmenopause Joint Aches but No Period?
Becker's SpineReview Raising and Maintaining Staff Engagement: 6 Spine Surgeon Leaders Discuss
Dallas Business Journal Samantha Traylor - Doctor at Minimally Invasive SpineCARE
Irving Weekly SpineCARE'S Douglas Won Named As A Top 10 Doctor
Becker's SpineReview Starting an Independent Spine Practice: Q&A With Dr. Douglas Won of Minimally Invasive SpineCARE
yahoo! News Study Reveals 88% of Women Are Wearing the Wrong Shoe Size
People Newspapers Surgeon Honored For Spine Service
The Dallas Morning News Top Places to Work Minimally Invasive SpineCARE
ScarySymptoms.com What Joint Aches of Microscopic Colitis Feel Like
ScarySymptoms.com What Low Abdominal Cramp from Microscopic Colitis Feel Like
ScarySymptoms.com What Pelvic Ache from Microscopic Colitis Feel Like
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