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#justiceprevailed

Entered in Organic Promotion

Objective

Our client, Dr. Steven Anagnost, finally received justice after being wrongly accused by the Oklahoma Medical Board for malpractice and receiving illegal compensation from medical device companies. In 2015, the Oklahoma Medical Board dropped its investigation and settled its case with Dr. Anagnost. The Oklahoma Medical Board is currently being reformed by the legislature, partially due to the way it handled Dr. Anagnost's case. The Supreme Court of Oklahoma has criticized the Oklahoma Medical Board for having "conflict of interest" and not providing "due process". Dr. Anagnost fought against the accusations, which he has always maintained are untrue. Dr. Anagnost has filed a suit alleging that the Oklahoma Medical Board was used by competing surgeons and malpractice lawyers in a smear campaign against him. The suit explains how the smear campaign was used to protect Dr. Anagnost's competitors from losing their patients to his innovative minimally invasive spine surgery (MIS) techniques. As it turns out, Dr. Anagnost provides superior outcomes when compared to other spine surgeons in the field of spinal surgery, both in Oklahoma, as well as, in national comparisons. These superior outcomes include shorter length of hospital stay, less blood loss, fewer complications, and lower cost per case.

The #justiceprevailed organic social media campaign aimed to restore Dr. Anagnost's reputation, which was seriously compromised due to the ongoing legal battle with the Oklahoma Medical Board. Our joint goal was to rebuild his brand via social media, while also driving new business.

Strategy

A) Social Listening & Community Engagement - Asked former patients to write a review (on Facebook, Google or post a comment). This initiative has generated organic positive content.

Please find below a couple of examples of such posts and the language that has been used:

Ex 1: Thank you, Davida! We hope you are continuing to live life to the fullest! Your steadfast support and ongoing recommendations are much appreciated by us and the many others who are considering medical care at my practice!!

[ screenshot of her positive review]

Ex 2: A five-star patient experience is our #1 priority. If you've been a patient of Dr. Steven Anagnost, we strongly encourage you to relay your feedback by writing us a review!
By sharing your experience, you are not only helping us to improve our processes and approach to patient care, but you may also be empowering others take proactive steps in improving their health and wellbeing!

[ screenshot of a positive review]

Ex. 3: Positive health outcomes are often best described by former patients themselves!

[ screenshot of a positive review]

B) Vanity URLs (Social-SEO Integration) By using vanity URLs on social media platforms, Blueliner helped build social awareness by keeping the brand name prominent which helped provide clarity as to where these links were leading and increased trust. Not only did it help with social and brand awareness, it also helped with the website SEO and social media engagement.

Examples of Vanity URLs:

http://bit.ly/LessExposureSurgeryPioneer

http://bit.ly/MISSpinalsurgeryindustrypioneer

http://bit.ly/spineconditionstreatments

http://bit.ly/MISspinesurgerypioneer

http://bit.ly/recoverymisspinesurgeryexpect

http://bit.ly/spinesurgeryoneday

http://bit.ly/justiceforDrAnagnost

C) Portrayed Dr. Anagnost as a pioneer in spinal surgery techniques and procedures by showcasing video testimonials of previous patients, as well as creating vanity URLs redirecting Facebook, Twitter, Linkedin, Instagram, Google+ page visitors to Dr. Anagnost' website.

D) Keyword & Hashtag Research – Researched and optimized a set of unique keywords and hashtags that helped Dr. Anagnost's ranking for certain terms via social media and search.

Results

The content team Blueliner has posted over the last 3 months generated:

1,250,686 impressions (the total number of times any content from our page or about our page entered a person's screen). This includes posts, check-ins, ads, social information from people who interact with our page and more.

516,324 viral impressions (the total number of times any content from our page or about our page entered a person's screen with social information attached)

According to Google My Business, over the last 3 months, there has been a total number of 131 phone calls Dr. Anagnost' office received from prospective patients.

The campaign had another unexpected result. Other doctors world-wide (Australia and Singapore) experiencing similar smear campaigns against them, wanted to get in touch with Dr. Anagnost to learn from his experience.

In addition to that, prestigious Academic Journals from Canada (CPQ Orthopaedics), and US (Orthopedic & Muscular System: Current Research) invited Dr. Anagnost to write minimally invasive spine surgery related articles.

Due to the negative press, people were so angry, that they started bashing and cursing at Dr. Anagnost via various social media channels. That is why, Blueliner had to create an organic social media campaign to help Dr. Anagnost stay ahead of the smear campaign and rebuild his brand and credibility.

Media

Produced by

Blueliner, Steven Anagnost, MD

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The late entry deadline for the shorty social good awards is september 20, 2018