Project Description

Case Study: The Washington ENT Group

The Problem

The Washington ENT Group came to Smith & Harroff prior to opening a newly formed medical practice of Ear, Nose, & Throat doctors.  Interested in gaining a foothold in the D.C. health community and “making a splash” upon opening its doors, The Washington ENT Group requested web site development, marketing and earned media coverage.

The challenge for S&H was to find the hook that would interest reporters in covering the rather mundane occurrence of a new medical practice serving the Metro area.

The Solution

Smith & Harroff created a website (www.washingtonent.com) that not only acted as a conduit for information between patients and office staff, but served as an information source on ailments and procedures relating to ENT medicine. Perhaps more importantly, the Washington ENT Group spent a great deal of money and training time to implement a high-tech computer system that virtually eliminated paper in the patient-to-prescription process.

S&H determined that accentuating this facet of the Washington ENT group would offer the greatest chance of media coverage.  The “Paperless Office” became the center of our media outreach activities.

The challenge for S&H was to find the hook that would interest reporters in covering the rather mundane occurrence of a new medical practice serving the Metro area.

The Results

Honing the “Paperless Office” pitch proved quite successful–resulting in the following print and broadcast coverage:

  • Washington Post article–“Doctors Go Digital”— by reporter Sally Squires that appeared on the cover of the Health Section
  • “OnCall”: Fox5 News at 10 video–“Inside a Digital Doctors Office”
  • CNN coverage
  • Otolaryngology-Head and Neck Surgery Journal –“Is Patient Care Improved by a Paperless Office?”—an article that appeared on the cover of the Journal
  • Coverage in the Memphis Commercial Appeal