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THE PROBLEM
The Washington ENT Group came to Smith & Harroff prior to its opening a newly formed medical practice of Ear, Nose, & Throat doctors. Interested in gaining a foothold in the DC health community and 'making a splash' upon opening its doors, The Washington ENT Group asked for 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 Washington ENT Group--featured on the cover of Washington Post's Health Section
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THE SOLUTION
Smith & Harroff created a web site, www.washingtonent.com, that not only acts as a conduit for information between patients and office staff, but serves as an information source on ailments and procedures relating to ENT medicine. Perhaps more importantly, the Washington ENT Group happened to spend 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 RESULTS
Honing the pitch, the 'Paperless Office' pitch proved quite successful--resulting in the following print and broadcast coverage:
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