HOW WE HELPED CCRM BECOME A NATIONAL BRAND
When we started working with the Colorado Center for Reproductive Medicine a decade ago, the practice was regarded as one of the best in the nation, but was largely unheard of outside Colorado. Today, the hugely successful infertility clinic has grown exponentially around the country, and soon the world. Our hats are off to Dr. William Schoolcraft and his physician partners for their well-deserved success.
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While CCRM’s doctors, research and success rates are primarily responsible for the rapid growth, we at Evolution are proud of the role our firm played in increasing awareness of the CCRM brand. Over the years, we worked with the practice to place hundreds of positive media stories worth millions of dollars in terms of ad equivalency values. The stories ran in prestigious publications and websites, on national and local television outlets, and in newspaper and magazine features. The focus was typically on the groundbreaking work the practice was doing to help patients struggling to start a family.
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OUR PROCESS
To ensure success, we work intensively with practice physicians, staff and patients to discover the best stories and ensure, through media training, that physicians and patients are ready for their media interviews.
We utilize our long-standing media contacts at news outlets and an industry leading media database to ensure our infertility-focused story ideas get full consideration. Because we’ve been working in this field of medicine for a decade, we understand what we’re pitching to the media, and how best to win interest from journalists. Our years of experience with statewide and national media outlets also give us an inside track when it comes to placing paid advertisements in print publications, radio and TV spots, and digital platforms to get your company's name in front of the right audience. We incorporate social media exposure to make our clients a part of online discussions about infertility and reproductive health. We track results to ensure our clients are visible and getting a solid return on their social media investment. For more about our strategies, contact us. |
EARNED, PAID AND SOCIAL MEDIA
Earned media is news coverage on you, your practice or your doctors. It differs from paid advertising in that a news outlet decides to do the story because they find it to be compelling, not because they're being paid to run it. This type of coverage has great clout with audiences because there is an implied third-party endorsement when an organization is highlighted by a trusted news source. This kind of positive media attention can be a major consideration as families with infertility challenges consider which practice to choose.
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Often the best outreach strategy is a combination of earned and paid media. Because we buy a lot of advertising for clients, we have the ability to ensure our clients get the best deal and we have the knowledge necessary to reach the target populations that are critical to your practice. We can explain to you the various web-based options so that you're comfortable with the advertising investment you’re making.
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There is a unique opportunity for fertility practices in terms of social media due to the unique community so deeply invested in this platform. Social media can benefit your practice in a variety of ways: increasing brand awareness, connecting on a personal level with customers (and potential customers), driving traffic to your website, interacting directly with followers, acting as a 24/7 customer service line, revealing demographics about your customers/followers, as well as advertising opportunities across various platforms (i.e. targeted advertising and retargeting). |
"The Evolution Communications team worked with me to take CCRM’s media exposure to the next level.
They know the elements of a good story and they understand the strategy behind which stories to pitch, when to pitch them and which outlets were the right fit for each. Katie and Erich’s strong media connections were invaluable to secure coverage on television, radio and print outlets locally and nationally. Their staff also developed our social media presence that expanded our client base and industry connections. On top of all of this, they always worked well with our doctors and patients, treating both with the utmost respect and care on often sensitive topics."
Sarah Stavros, CCRM Chief Marketing Officer 2008-2017
THE TEAM
Katie Trexler-Kern
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