Advanced Pain Management PR Case Study
Milwaukee-based Advanced Pain Management (APM) is one of the largest pain management organizations in the country, operating out of more than 40 clinics throughout Wisconsin and Mankato, Minnesota. Despite its size, APM wanted to increase awareness for the services it offers and the 30-plus board-certified/eligible physicians that deliver its care.
APM tasked Boelter + Lincoln with increasing awareness in its markets through editorial coverage in traditional consumer media, as well as health care publications.
- Increase awareness of APM through editorial coverage.
- Develop content about trending topics related to APM that could be used by traditional media.
- Repurpose content for various media and in different markets to maximize efficiencies.
Position the physicians of APM as thought-leaders in the field of pain management and conscientious members of their communities
Distance APM from negative perceptions of the pain clinics as “pill mills”
- Offer physicians and other medical professionals of APM as expert sources on a variety of medical issues
- Highlight seasonal topics, business updates, technology upgrades and doctor/patient success stories
- Monitor news for opportunities involving:
- New Research
- Developments in health care legislation
- High-profile cases that involved prescription drug abuse or deaths
In all, there were over 300 stories and TV segments on topics ranging from seasonal topics like how to avoid back pain while shoveling snow to new research in the pain management field.
- Earned media placements totaled a value of $137,700:
- Opioid abuse prevention features ran across multiple media formats (radio, TV, newspapers, online, and in a trade publication).
- Three separate interviews with APM physicians aired on Wisconsin Public Radio stations, reaching all of APM’s markets simultaneously.
- Madison TV station WMTV aired a segment on the dangers of opioids.
- Editorials ran in the Milwaukee Journal Sentinel, Capital Times, Green Bay Press-Gazette, Mankato Free Press and others.
- Minnesota Physician, which has the largest medical journal circulation in the state, ran a feature by APM’s Dr. R. Mehta.
- Nearly 100 different outlets in Wisconsin and Minnesota printed or aired expert opinions on opioids from APM.