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Client Highlight: Reno Vein Clinic
Challenge
Dr. Merchant and Dr. Daake of Reno Vein Clinic came to MassMedia with the charge of creating a more cohesive brand for the practice and desire to raise awareness around vein health issues among current and potential patients throughout northern Nevada. In addition, the practice celebrated its 10-year anniversary in 2009, and they were looking to leverage the celebration with an event, and patient and referring physician outreach. The doctors asked MassMedia to draft a public relations, media relations, event management and advertising plan to help the practice meet its goals.
Solution
Since lack of education was a major barrier between the practice and potential patients, MassMedia created an education-based public relations plan that included media relations and grassroots events. MassMedia suggested and implemented quarterly community screening events which generated media attention, and opened doors to the public to have their questions about treatments and surgeries answered. In addition, MassMedia developed a new brand identity for the practice, which was more modern and appealed to the identified primary and secondary target audiences. MassMedia also created and executed a "Free Community Health Screening," which brought in approximately 30 new potential patients that day to the practice. Finally, MassMedia executed the first-ever "It's Hip to be Vein" anniversary celebration which invited the public to indulge in all things "vein" while enjoying wine tastings, shopping local boutiques, and learning more about products and services provided by the clinic. The agency also developed and launched the clinic's first television and radio commercials as well as launched a new "hip" website.
Results
Since MassMedia joined in partnership with Reno Vein Clinic they have experienced tremendous success, an increased patient base and a healthier bottom-line. To date, MassMedia has overseen two community health screenings for the practice which generated new patient consultations, and scheduled surgeries up to three months after each screening. In addition, "It's Hip to be Vein" brought in more than 250 potential patients from the practice's target audience, and even referring physicians from the area. The doctors at Reno Vein Clinic are also finding that because of our efforts, their new patients are more educated about the surgical and treatment options available. More importantly, April and May 2009 new patients were up 30-40 percent over 2008, and the practice has experienced a 30 percent patient and surgery increase in January 2009 from January 2008.
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