Pacific Brain & Spine, a neurosurgical practice located in the San Francisco Bay Area.
The Challenge
Pacific Brain & Spine is one of the few medical offices that has remained independent as many private practices have joined larger medical entities.
To compete and differentiate itself among neurosurgical specialists, attract new patients and continue to thrive, Pacific Brain & Spine needed a coordinated strategy, a plan and a rebranding effort that distinguished the practice from the typical “spinal column & brain” look and feel of similar practices.
The Marketing Strategy & Results
Pacific Brain & Spine contracted G2 Communications to build its brand and create a new image, build its online presence through social media and digital advertising, and build its physician referral base. Through a discovery session and following the practice’s mission, vision and values, G2Comm created a brand new logo and website that gave both injured weekend warriors and seniors with chronic back pain confidence in the skills and compassion of the practice’s three neurosurgeons.
G2Comm helped Pacific Brain & Spine maintain relationships with referring physicians with a quarterly e-newsletter that targeted referring physicians. Articles featured new surgical procedures, patient success stories, changes and new hires at the practice, profiles of the administrative and medical staff, and other pertinent news. These helped Pacific Brain & Spine stand out and gave the practice a public “voice.”
G2Comm also provided communication vehicles for the surgeons to present a friendly, human side that patients and their caregivers often seek and find reassuring, especially when facing stressful medical situations. Consistent social media posting resulted in continual comments from patients praising the physicians and staff, plus new patient inquiries. Website traffic, the number of page views and time spent on the website grew month over month.
G2Comm introduced the practice to digital advertising. Facebook posts and a Google Ads campaign. This included designing the ad, identifying key search words and a creating a landing page populated with those Adwords where patients who clicked on the ad could get more information and make appointments.
G2Comm was able to effectively represent the competence and compassion of Pacific Brain & Spine’s neurosurgeons and staff.
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