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During its more than two decades
of experience in health care marketing, The Watson Group has
been directed hundreds of campaigns and projects. As a testament
to the quality of its efforts in helping open the Spring Branch
Radiation Oncology Center eight years ago, Greg continues to
serve as medical director Robert Behar's marketing agency. However,
two successes that best exemplify The Watson Group's integration
of planning and strategic implementation are:
1. AMI Emergency Care Centers
This effort represented the first brand-name, system wide
marketing in AMI's Houston Region with 10 hospitals. The need
for this service evolved from a special task force directed
by Greg Watson. To create this brand-name product, which included
a uniform minor emergency program, Watson achieved operational
consensus and concessions from hospital administrators, business
office managers, community relations managers and nurse supervisors
as well as independent emergency room physician, radiology
and pathology groups.
Also, uniform signage was installed at each location. Watson
coordinated a $350,000 introductory campaign that included
radio and newspaper advertising, billboards and direct mail.
Also, direct sales calls to industry were initiated.
RESULT: Within 90 days, AMI Emergency Care Centers' visits
increased
by 4.9% regionwide with eight of 10 hospitals making gains.
2. The Wound Care Center
The first Wound Care Center in Houston was a joint venture
between Sam Houston Memorial Hospital and Curative Technologies.
Watson envisioned that because of the unique nature of this
treatment, its patient potential extended to area counties,
too. During the center's first year (1991), he created television,
areawide radio and newspaper ads that generated $8 million
in direct revenue (and another $24 million in indirect hospital
revenue).
RESULTS: The hospital's center was one of the fastest
growing among 32 similar centers nationwide. Curative Technologies
utilized the television testimonial concept produced first
by Watson in other markets -- and still uses television advertising
today.
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