Creating a Community of Extraordinary Care
I have always held doctors in the highest esteem. They are society's caregivers, our healers. Still, hasn’t so much of the medical practice fallen subject to insurance companies, venture capitalism, and political powers? Even when you find the most amazing doctors (there are many), it often feels like the industry makes their jobs more complicated. It seems much of the industry is more concerned with shareholder value than enhancing the quality of human lives.
Can anyone else relate?
When Throughline began collaborating with Brian Hirschy and his client Princeton Orthopedic Associates, I was admittedly skeptical. On paper, these orthopedic surgeons seemed unbeatable, having attended top-tier medical schools, earned board certifications in their specialties, and some even provided services to professional and collegiate sports teams. Yet as we spent more time with them, we recognized something special. They had built their entire practice around the concept of improved and individualized orthopedic care. From patient interaction, to collaboration with other doctors and staff, to continuous therapy, every aspect was designed to ensure better outcomes. They even call their patients before and after surgery for check-ins - a rare find in today's world.
But for the doctors at POA, it's not just about top-notch healthcare. It's also about the community. Choosing to practice in their own back yards, these doctors often run into their patients at restaurants, grocery stores, and even at high-school football games where they frequently volunteer as sideline doctors. It might seem too good to be true, but it isn't. This team of surgeons recognizes that they're part of the community, which ultimately shapes their healthcare approach.
Throughline's work effectively captures the approach and care provided by Princeton Orthopedic Associates. Their new story - a "Community of Extraordinary Care" - has driven a 42% year-over-year increase in revenue via online content.
Tell the right and true story. Nail down your marketing fundamentals. Consumers will reward you.
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This is a wonderful tribute to the ladies on your team!