Synergy Spine Center and CMG Atlanta Radio/News-Talk WSB

The Challenge

Synergy Spine Center needed to create a campaign to reach individuals who have been diagnosed with Spinal Stenosis and have been told surgery was their only treatment option. The practice was having a very difficult time getting doctor referrals because the medical industry has seen a large amount of consolidation, and referrals were staying in medical networks. Synergy Spine Center knew that it needed to reach out directly to consumers to educate them about alternative treatment options, but was not sure of the most effective way to do that. However, they were intrigued by WSB radio and The Weekly Check Up.

The Idea

WSB created a weekly schedule that uses Synergy’s lead doctor as a spokesperson talking directly to our target about his unique non-surgical procedure. We built the campaign to be on air adjacent to the news at the top and bottom of the hour.

We featured the doctor on The Weekly Health Check as the guest host to introduce him to the radio station and to test if there is a potential market for his procedure with our listeners.

The Resource

We invited Dr. McMillon to be a guest host on The Weekly Check Up and spent a lot of time showing him the market potential in Atlanta through WSB. We discussed the value of share of voice and went through a detailed ROI model. We also did a creative clinic to get a clear understanding of his target and what would motivate them to take action.

The Result

He has now been on the air for five weeks. The call volume has been consistent with the first week, and his surgical schedule is booked eight weeks in advance. He has many patients who have traveled two hours to his office to be diagnosed and evaluated, and he feels certain that a large percentage will elect to use his outpatient endoscopic procedure.