Medical

Challenge:

Mount Sinai Hospital in New York wanted to create visibility for and acknowledgement to the Mount Sinai Department of Surgery by creating an avant-garde annual report. We also needed to create greater visibility worldwide for Dr. Samadi, of Mount Sinai, and his Robotic Oncology Method for treating prostate cancer.

Our Solution:

We created a comprehensive annual report including all staff and services for the Surgery Department that created new awareness for the value the Surgery Department brought to Mt Sinai Hospital as a whole. For Dr Samadi we created a brochure, newsletter and social media campaign.

David B. Samadi, MD is one of a kind. He is a urologist trained in oncology, open surgery, laparoscopic surgery and robotic surgery as well as the Chief of Robotics and Minimally Invasive Surgery at Mount Sinai School of Medicine in New York City. Mount Sinai was looking to increase awareness about their robotic oncology program and Dr. Samadi was looking to position himself as the worldwide leading expert on robotic oncology.

It was determined that Dr. Samadi could benefit greatly from a cohesive social media strategy. For this project we completed the following:

  • Explored social marketing opportunities on WebMD, Yahoo, Google, FaceBook, Wikipedia and YouTube.
  • In some cases this included advertising that specifically targeted those searching for prostate cancer or prostate cancer surgery on these sites
  • In other cases, social marketing led to a viral marketing approach. For instance, a video (multi‐language) was produced featuring Dr. Samadi discussing his success using robotic surgery for prostate cancer and asking the audience to “spread the knowledge.” This was posted on YouTube and viewed by a large and diverse audience. Those audience members forwarded the video to others who may be looking for prostate cancer information.
  • Engaged HealthGrades to enhance Dr. Samadi’s exposure on Google and then promoted any recognition gained.Targeted and monitored Web‐based support groups such as Phoenix 5 and YahooGroups. These are resources where those recently diagnosed turn for networking with others who’ve been in a similar situation. Surgical recommendations are always valuable when given by people who’ve “been there.”
THE RESULTS
While the social media components of this campaign were used in conjunction with other advertising strategies, the following results can be attributed primarily to the viral video strategy:

  • Call Center Volume: Requests for Dr. Samadi increased by 83%.
  • Video Saturation: Within three months, videos were viewed over 8,900 times (aggregate of 12 video sites).

Ongoing views for 5 years have continued to increase and to provide visibility for Dr. Samadi as it continues to position him as a world renowned expert.

Scope of Work:

  • Annual Report
  • Brochure
  • Newsletter
  • Social Media Campaign