Campaign Elegance

Social Media - Communicating with New and Prospective Consumers

Creating eye-catching, informational and persuasive social media posts is vital to successfully execute marketing programs or campaigns. Being able to navigate through the variety of apps, choose which is appropriate for your desired audience and then posting efficiently and often is key. I have experience posting business updates to Facebook, Instagram, You Tube, Pinterest, Twitter (now X) and LinkedIn, using Hootsuite for organization. Here are examples for review:

Press Releases - Keeping the Business “In the News”

Informing the community at large about innovation, research, and technology is an important part of marketing. My press releases have relayed news about many medical “firsts” and have been featured by major news outlets across the country/world. I can relay complex medical topics and technology and communicate these in an easily understandable way, in formats which align with all industry standards and press release guidelines. Here are examples to review:

First Minimally Invasive Haglund’s Repair on Virginia Peninsula

Dr. Raj Sureja Performs First SI Joint Fusion Surgery in VA, MD & DC Using the LinQ SI System

Dr. Mark McFarland performs Lumbar Fusion using the Globus Sable® Expandable Lumbar Interbody Cage

Orthopaedic Spine Surgeon, Dr. Jeffrey Carlson, Implants First MRI-Compatible Spinal Cord Stimulator to include the Proprietary FAST Therapy Algorithm on the Peninsula

Print Advertising - A Call to Action

Although social media and digital are getting most of the spotlight in today’s marketplace, there are still times when print advertising is key to communicating your message to a specific audience. Here are some examples of the advertising that I created for your review:

Crisis Management - Always Have a Plan

Here, I highlight two major marketing crises that I have managed successfully. 

COVID-19

When COVID-19 forced our practice to go to halftime hours and pay, send most of the non-clinical staff home to work, and resulted in canceled surgeries and appointments, the business was in dire need of a way to effectively communicate with our patients and referring physicians and continue generating revenue.  I created a COVID-19 hub page where patients could get the most up-to-date information on the pandemic, with links to local, state and federal resources.  I wrote content directly addressing how patients should deal with COVID-19 related topics, such as canceled surgeries, managing MSK pain while waiting for surgery, and using telehealth for a physician appointment.  I also worked with the practice to implement telehealth technology for the first time, so that patients could continue to receive care even when quarantined or due to government shutdowns. Here are some examples of the communications I created during the COVID-19 pandemic:

DOJ Settlement with a Physician

A practice physician had to settle with the DOJ (without ramifications regarding his medical license or admission of wrongdoing) allegations of receiving kickbacks from a medical device manufacturer.  This situation was highlighted in the local, state and national news and generated a considerable amount of negative press.

I immediately implemented my communications crisis plan, worked closely with attorneys and the physician, as well as with Board members of the practice.  We carefully crafted communications to the staff and community, published as much information as possible to counteract negative press, and built a new website to highlight the many positive attributes of the affected physician.  Website content was created, articles and press releases were generated, patient success stories were videoed and published and SEO was carefully done to bring positive news stories about the physician to the top of the page on search engines.