The Brief:
Square One PR assisted Sunny Coast Ortho and Fracture Clinic with their expansion, including developing a plan for media and local community engagement. The primary objective was twofold: establish local awareness of the clinic’s specialised orthopeadic services and execute a high-turnout, free community event, all while navigating AHPRA (Australian Health Practitioner Regulation Agency) medical advertising guidelines.
Our Strategy & Execution
Medical PR requires a delicate balance of high-impact value with regulatory compliance. We built a hyper-local strategy focused on community goodwill, educational value, and strong professional networking:
- Compliant Organic Social Campaigning: We developed a robust schedule of organic social media posts across Facebook, Instagram, and LinkedIn. By highlighting educational bone health insights, clinic capabilities, and the faces behind the brand, we drove organic engagement and built pre-event momentum within AHPRA guidelines, specifically regarding medical claims and testimonials.
- Targeted B2B and B2C Outreach: To guarantee a packed house, we deployed a dual-targeted approach. We directly engaged local allied health professionals and general practitioners to foster a B2B referral network, while concurrently running a grassroots campaign to invite the general public via social media, local stakeholder collaboration and community awareness.
- High-Profile Media Call: Our strong regional media relationships were used to frame the clinic’s opening as an opportunity to hear from a highly-regarded specialist, including Q&A session.
The Results
The launch campaign culminated in a highly successful community and professional event that solidified Sunny Coast Ortho & Fracture’s presence in the region:
- Broadcast Media Takeover: Our media call successfully secured major regional television coverage, with broadcast journalists from both 7NEWS and WIN News (state-wide bulletin) attending on-site to cover the launch.
- Event Attendance: The event saw an exceptional turnout, striking the perfect balance between local residents seeking community healthcare options and local medical professionals looking to establish trusted referral pathways.
- Digital Footprint Established: The organic social media strategy drove a significant spike in local digital engagement, leaving the clinic with an active, highly compliant, and polished digital presence across all three major platforms.
The Square One Impact: Launching a medical practice requires deep regulatory knowledge and a creative touch. We proved that by merging compliant digital storytelling with hard-hitting traditional media relations, you can capture the attention of both major news networks and the local community simultaneously.
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