The merger of three leading regional independent urology practices into one company, called MidLantic Urology, required a fresh start with a new name, new brand, and in some cases, a new way of operating – all without alienating the loyalty of existing patients.
D+P was engaged to increase brand awareness for MidLantic Urology, while also positioning its providers as experts and innovators in urology care.
Building a brand for MidLantic Urology began with consolidating three websites into one, and launching new social media accounts on multiple platforms to reach current and prospective patients and employees. At the same time, we also created several internal communications vehicles to bring together the three disparate practice groups and their employees.
The last step was the creation and execution of an earned and shared media strategy focused on thought leadership from MidLantic’s experts including stories about innovations, outcomes and clinical research.
D+P produced and placed guest “Expert Opinion” articles in The Philadelphia Inquirer’s Health section, running in both online and print editions.
In addition to thought leadership pieces on social media, we worked with former Philadelphia Mayor Michael Nutter to pitch the story of his prostate cancer journey and his treatment at MidLantic Urology. The pitch landed with front page coverage in The Philadelphia Inquirer and Philadelphia Daily News as well as on FOX29’s Good Day Philadelphia, and multiple other outlets across the country.
D+P also earned coverage for the opening of MidLantic’s Surgery Center in the Philadelphia Business Journal and Becker’s ASC Review. And, MidLantic’s social media channels experienced tremendous growth. In 2021, this included 106% growth on LinkedIn, 55% on Facebook, and 56% on Twitter.
Here’s a sampling:
- Urology group opens $3M ambulatory surgery center in Wayne | The Philadelphia Business Journal
- Q&A: How is bladder cancer diagnosed and treated? | The Philadelphia Inquirer
- Former Philly Mayor Michael Nutter had surgery for prostate cancer. He especially wants Black men to hear about his experience. | The Philadelphia Inquirer
- Former Philadelphia Mayor Michael Nutter discusses battle with prostate cancer | FOX29’s Good Day Philadelphia
- Q&A: Can COVID-19 cause erectile dysfunction? | The Philadelphia Inquirer