PR, MEDIA BUYING, GRAPHIC DESIGN
Boutique healthcare practice needed integrated marketing department without the headache.
THE SITUATION
| Client: | Beatty Harris Sports Medicine |
| Industry: | Health & Wellness |
| Needs: | In-House Marketing Department, Marketing Strategy, PR, Media Buying, Graphic Design. |
| Results: | Practice grew so much that the founders added two more physicians and a physical therapy department with 4 PTs to keep up with demand. |
Beatty Harris Sports Medicine was founded out of a desire to provide high-quality, comprehensive, patient-focused musculoskeletal care for active individuals of all ages and abilities.
A startup, the founders of Beatty Harris Sports Medicine were so focused on establishing their business that they needed a partner to act, essentially, as their in-house marketing department. Their biggest goals, being new to the industry, were brand awareness, in-person brand activations, referral relations, and thought leadership.
OUR SOLUTION
The marketing strategists at Nolia Roots acted as the brand’s in-house Chief Marketing Officers and the rest of the team supported executing the strategy based on goals.
Thought Leadership & Media Relations
First, the Nolia Roots team curated the brand’s main point of view which carried through as the brand’s key messaging points:
- First, we wanted to educate the population about self-advocacy and that they have a choice of how and where they receive their healthcare.
- Second, we wanted to expose what happens in big medicine, suggesting that it’s better for patient care to find a talented but boutique healthcare practice for their care.
- Finally, we wanted potential patients to know that if they have pain, surgery isn’t the only option. That there are many innovative treatments that can keep you out of the OR and away from long recovery times.
From there, we pitched this story to targeted local magazines that aligned with our target demographic and location. Vue NJ was one of the luxury magazines that picked up the story for digital and a 4-page spread in print.
Media Buying
With thought leadership in mind, we partnered with key media publishers such as Philadelphia Magazine, Main Line Today, South Jersey Magazine, and Savvy Main Line to post sponsored, educational content for their digital and print viewers. We also harnessed these publications’ “Top” lists and digital/social media capabilities. Throughout these conversations, Nolia Roots lead the strategy, execution, and conversations with the media publishers.
In addition, we scouted key OOH advertising areas that would attract the eye of potential patients. For example, because athletes (young and old) are our target demographic, we designed and posted ads in places like golf courses and on the scoreboard of local high school football fields.
Brand Photography
Because the brand’s team is growing rapidly, we schedule bi-annual photoshoots to highlight the new hires and update imagery.
Web Maintenance
Because the brand doesn’t have a true in-house marketing team, we support them in their digital efforts as well – tracking web analytics to measure ROI, web maintenance, and web design.
Public Relations, Sponsorships, & Events
In addition to media relations, Nolia Roots supports the BHSM team through other PR efforts as well.
For example, we’ve given leaders of the team opportunities to be guests on podcasts, guest speakers at key events, and part of panels aimed at our target referral audience.
In addition, we’ve strategized and organized in-personal activations and on-location sponsorships to engage our end user (active patients!)
Be Well Philly Fest w/ Philadelphia Magazine
Branding & Graphic Design
From the brand’s logo and business cards to swag and advertisements, we support BHSM in all of their graphic design needs.
Social Media Management
Even though social media isn’t the brand’s top business driver, they tasked the Nolia Roots to support them in social media marketing to drive educational content backed by blog posts written by the Nolia team, promote events and services, and engage with patients and referral sources.
THE RESULTS
- Won Best of the Main Line
- Won Main Line Todays Top Doc every year in business
- Grew their practice to open another location and hire 2 new physicians.
- Added another revenue stream by opening a physical therapy department and hiring 4 physical therapists.
- Now has close relationships with new referral sources
THE RESULTS
Many businesses have to choose between onboarding a team of in-house marketers or hiring an experienced, talented, and driven agency to lead their marketing efforts. For Beatty Harris Sports Medicine, the decision was a no-brainer.