Case Study

Centre for Neuro Skills

Goals

The Centre for Neuro Skills (CNS), with facilities throughout California and Texas, believes that people recovering from brain injuries can be rehabilitated to their fullest potential. CNS hired LCI to create an integrated marketing communications campaign, including: public and media relations, community relations, digital marketing and partnerships for CNS. The goals are:

  • Increase awareness of CNS’ services, reputation and outcomes
  • Raise awareness about brain injury therapies
  • Grow thought leadership for CNS, both for brain health and brain injury
  • Grow patient leads

Strategy

  • Highlight patient successes
  • Promote CNS spokespeople as thought leaders in the industry
  • Differentiate the care at CNS vs. other providers
  • Take a national approach with trade organizations and media
  • Educate the mass consumer public about brain injuries and treatment
  • Create partnerships with nonprofits to elevate CNS’ presence
  • Develop digital marketing program to generate leads
  • Dual PR program: B2B program aimed at healthcare trades and decision makers; and B2C program for patient adoption
  • Promote CNS’ milestones/anniversaries and expansion

Tactics

  • Leverage actor Tim Omundson (star of USA Network’s “Psych” and NBC’s “This Is Us”), who suffered from brain injury and was rehabilitated at CNS
  • Promote Dallas police officer whose rehab at CNS allowed him to participate in this year’s Dallas triathlon
  • Tell the story of the founder’s brother and how Dr. Ashley started CNS
  • Partner with the American Heart Association to further leverage CNS’ credibility
  • Promote new facility openings in new and existing markets
  • Leverage Dr. Ashley for Thought Leadership opportunities
  • Tie CNS’ work to supporting COVID long haulers who may now suffer from brain health issues
  • Utilize survey to evangelize telehealth adoption during COVID
  • Promote CNS’ 40th anniversary

Results

Media Relations

Associated Press, Yahoo! Finance, U.S. News and World Report, American Heart Association news, Entertainment Weekly, AMN Healthcare, LA Business Journal, San Francisco Chronicle, Bakersfield Californian, Eat This Not That!, Healthcare Innovation, Neurology Times, Drugs.com, M2Pharma, Brigham and Women’s Hospital news, WorkComp Central, Psychiatric Times, KDFW Fox 4 News (Dallas), KTLA-TV (Los Angeles), ABC30 Fresno, KERO-TV (ABC, Bakersfield), WBAP Radio (Dallas) and more.

Digital Marketing

Generate trackable leads which grew from zero to more than 75 patient leads per month.

Partnerships

Developed a three-year partnership between CNS and the American Heart Association, which includes content marketing, board participation, sponsorships and co-marketing initiatives.

Media Relations: Ad Equivalency

The ad equivalency for media relations placements totaled more than $2 million.

“Landis has done a phenomenal job and delivered in terms of earned ad value, impressions and public relations around our openings. Their team especially has a breadth of knowledge and experience in the healthcare space. They’ve even sourced different opportunities for trade journals and expert opportunities for our internal team members. In addition, Landis has been a great sounding board, almost akin to mentorship. They’ve done a great job of positioning our physician and clinician groups as experts out in the field. Landis’ work is responsible for over two million dollars in earned ad equivalence.”

Ben Ashley, Centre for Neuro Skills

“I just wanted to let you know I have personally seen our sites at the top or close to the top (of search) consistently lately. I wanted to compliment your team on this.”

Michael Reed, Centre for Neuro Skill

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