Case Histories

ChartLogic Inc., Salt Lake City

Situation AnalysisFounded in 2001, ChartLogic offers several comprehensive electronic health record solutions that include electronic medical records, medical billing software, document management and interactive patient education. The products are designed for high-volume surgical subspecialties such as orthopedics, cardiology, ophthalmology and dermatology. More than 1,000 physicians nationwide use ChartLogic products.

The company tasked Westside with increasing its recognition among physicians, particularly orthopedists. In addition, the company wanted to establish its senior executives as thought leaders.

Public Relations Strategy

Westside contacted a number of customers to obtain testimonials. The agency developed a range of materials including news releases, backgrounders, bylined articles and “5 key steps” articles. Westside obtained extensive coverage of ChartLogic in key medical specialty publications, online news sites, healthcare trade publications and regional business publications. The resulting coverage significantly increased traffic to the company’s web site and generated a number of sales leads.

Media Coverage:

Orthopreneur
Becker’s Orthopedic and Spine
iHealthbeat
Physicians Practice
HISTalk
Reuters
Podiatry Management
Ophthalmology Web
Health Imaging
MedicalRecords.com
InsideHealth.com
Healthleaders
EMRDailyNews
EMR and HIPAA News
Inside Healthcare Computing
Informatics Review
HealthITVendors.com

Opus Healthcare Solutions, Austin, TX

Situation AnalysisOpus Healthcare Solutions provides one of the industry’s most advanced web-based clinical information systems. The OpusClinicalSuite is a powerful array of applications designed to provide a comprehensive workplace solution for hospitals and medical groups. Opus Healthcare Solutions, which at the time provides services to clinicians in eight states, asked Westside to help launch a new generation of products and expand to new markets in the Midwest and South.

Public Relations Strategy

Westside worked with Opus to develop series of news releases and bylined articles which generated significant positive news media coverage and also increased search engine rankings on key terms. The articles included case histories of successful installations (bylined by hospital executives), commentary on EHR issues and advisories on physician use of mobile technologies.

Media Coverage:

Austin Business Journal
Modern Healthcare
Healthcare Management Technology
Healthcare IT News
Advance for HIE
Hospitals and Health Networks
HISTalk
Inside Healthcare Computing
iHealthbeat
Group Practice Journal
MGMA Connexion

The Vision Center at Children’s Hospital LA

Situation AnalysisBased in Los Angeles, The Vision Center at Children’s Hospital LA, is a leading international center for pediatric ophthalmology. Patients are referred from other major medical centers for treatment of conditions such as retinopathy of prematurity, retinoblastoma, cataracts and strabismus. Last year the Vision Center treated more than 1,200 children for cornea disease and fitted more than 700 children with customized contact lens.

Executives at The Vision Center wanted to build name recognition for the institution both locally and nationally, since patients are referred from all over the U.S. and from Europe and Asia. The Vision Center wanted to reach both parents and referring medical professionals.

Public Relations Strategy

Westside Public Relations worked closely with the physicians at the center and developed a two-pronged approach for reaching these separate audiences. To reach parents of young children, Westside developed a series of “tips” articles on to protect children’s vision. These included articles on summer eye safety, baby’s first eye exam and what to expect at a school vision exam. To reach eye doctors and other physicians, we developed a series of articles announcing new research papers and presentations by the center’s ophthalmologists.

Media Coverage:

Los Angeles Times
Reuters Health News
Ophthalmology Times
KCBS- TV
Pasadena Star-News
Medical Device Daily
Ocular Surgery News
LA Parent
HealthScout
The Parenting Magazine
Topix
About.com
Bloomberg News
PharmTech.com
Health News Digest
MomasOnCall.com
UPI
WebMD Television

Isabel Healthcare, Reston, VA

Situation AnalysisThe Isabel System is a unique point-of-care system for assisting physicians in making accurate clinical diagnoses. The web-based system was initially launched in the U.K. in 2000. The company was named after the young daughter of its co-founder, Jason Maude, an investment banker. Maude worked with the pediatric intensive care attending physician who cared for Isabel to create the unique software system. After success in the U.K., the small company wished to enter the large U.S. healthcare market, although it initially had no U.S. offices or sales staff.

Public Relations Strategy

Westside created a communications plan, obtained positive coverage in leading healthcare industry publications and conducted a series of media briefings at a major national healthcare information trade show. Initial emphasis was placed on the compelling personal story of the co-founder and his daughter. Later stories emphasized the results of a series of clinical studies and case histories of successful adoption by U.S. physicians.

Media Coverage:

The Health Care Blog
HISTalk
iHealthbeat
Modern Healthcare
Miami Business Journal
The Wall Street Journal
Healthcare Management Technology
Hospitals and Health Networks
Inside Healthcare Computing
Health Data Management
Group Practice Journal
USA Radio Network

Medsynergies, Irving, TX

Situation AnalysisFounded in 1996 and based in Irving, Texas, MedSynergies, Inc. (MSI) provided financial and technology support services for medical groups and surgery centers in six states with more than $450 million in annual claims processed. The company, which originally served just ophthalmology groups, asked Westside to help it launch a new EHR product and expand its market to additional specialty medical groups (e.g. cardiology, orthopedics) throughout the country.

Public Relations Strategy

Using a mix of news releases, backgrounders, interview listings, bylined articles, email and phone pitches, Westside obtained extensive coverage of MSI in healthcare trade publications, online health news pages and regional business publications.

MedSynergies grew 30% per year from 2002-5, with Westside’s successful public relations campaign a major contributing factor. The company had a small sales staff and did virtually no advertising.

Media Coverage

Healthcare Informatics
Health Data Management
HealthLeaders
iHealthBeat
Health IT World News
Healthcare IT News
Connexion (MGMA)
Group Practice Journal (AMGA)
HFMA Executive Bulletin
Health Management Technology
Physicians News Digest
Physicians Financial News
Radiology Management
Cardiology Today
Rehabilitation Management
Ophthalmology Management
Orthopedic Technology Review
Dallas Business Journal