St Michael’s Orthodontics – Case Study

The Challenge

St Michael’s Orthodontics is an award winning practice in Wakefield that provides corrective dental treatment for patients.

Having previously been in the public sector Dr Catherine McCanny, the senior orthodontist wanted to grow the business, raising awareness of the health benefits of corrective treatment, the options available and the fact that the practice was among the best in the UK.

Dr McCanny first approached Carmel Harrison PR in 2011 after winning the Best Team in the North East at the  Dentistry Awards in 2010 and being short listed for Most Attractive Practice, Most Improved Practice, Best Team and Best Specialist Referral Practice.

Dr McCanny wanted to take the practice to the nest level the following year and take advantage of the team’s success.

Carmel Harrison PR’s solution

Carmel Harrison PR wrote an engaging press release and the lobbied the Wakefield Express for publication in a key spot that would be noticed by the company’s target audience of both referring dentists and potential patients.

We achieved publication in a half page.  However, as the media landscape changed and social channels such as Twitter, Facebook and LinkedIn became more relevant we recommended some team training.

We put together a strategy that included what messages to put in front of potential patients and referring dentists as well as helping the whole team understand how to maximise the use of characters, images and video.  We also helped them install and run a  management tool so that social media didn’t become onerous on what is essentially an orthodontic practice.  At the same time we recommended the best times to post to maximise their effort.

The outcome

The team has run a series of effective social media campaigns that have raised awareness of their service and engaged with a wider audience.  This has helped when the practice has gone on to run different marketing campaigns.

Dr Catherine McCanny said: “Carmel provided us with social media training. This helped us to develop  facebook, twitter and LinkedIn accounts.  What was particularly useful was the tips about managing the accounts and when to post so they are more likely to be read.  I would highly recommend Carmel Harrison PR to help develop any business social media campaign.”