QSIC

Client name Sector Timeframe Budget

Queen Square Enterprises

Medical Imaging March 2010 - ongoing £4,000 per month

INCREASING REFERRALS: QS ENTERPRISES

2 Credentials | © Journalista 2015 | journalista.co.uk

Located in central London the Queen Square Imaging Centre (QSIC) has been providing a first class MRI scanning service to patients and referrers for over 25 years. The main objectives we were set were: •  Increase primary level referrals to the

imaging centre •  Strengthen relationships with current

clients •  Attract new customers to both centres

Challenge Strategy Results

Medical education events •  We undertook detailed market research of

GPs to get an insight into the ways that they would like to interact with services like QSIC as well as how they already engage with competitor scanning facilities.

•  We spotted an opportunity to capitalise on the new revalidation criteria around training and devised a programme to encourage GPs to attend an educational event at QSIC that would give them the chance to gain CPD points.

•  The idea of running a series of med-ed events was born to engage with GPs, get them on to the premises to have a look a the rooms and keep QSIC at the front of their minds.

•  To ensure the events were as relevant as possible we surveyed over 250 GPs on the type of subject areas they would be interested in hearing about in return for a guaranteed place at the event.

•  By sourcing speakers at the top of their field who cover topics that GPs have confirmed they would be interested in we achieve a good turn out of GPs at each educational evening.

1,710 London GPs in database that we engage with

25 GPs attend our educational evenings on average

72 GPs that attend QSIC educational evenings on a regular basis

CASE STUDY: GP ENGAGEMENT EVENTS

•  In the summer of 2012, QSIC opened its first private consulting rooms. Upon its opening we realised that there was an untapped resource of GPs making referrals to MRI units but none were being made to QSIC

•  GPs are notoriously difficult to engage with or entice away from their practice, so we set about devising a way to effectively reach this audience.

Insight


OUTPUTS: GP ENGAGEMENT EVENT


When Journalista started working with QSIC in 2011 the National Hospital accounted for 60 per cent of its referrals, with very specialised referrals from private surgeons and consultants working in Harley Street and across London making up the remaining 30 per cent. However, the number of National Hospital referrals had reduced in recent years. Our objectives were to: •  Counteract the effect of increased

competition from specialist neurological MRI scanners and the degeneration of the adjacent private Nuffield surgery ward that caused a drop in referrals to QSIC.

•  Keep QSIC at front of mind of neurosurgeons, neurologists and orthopaedic surgeons who are existing referrers and encourage them to continue referring their patients to the centre.

•  Show QSIC’s expertise to surgeons that do not have a history of referring their patients for scans at the imaging centre.

Challenge Insight Results

•  Fully integrated PAX systems at other private hospitals and the increased availability of cheaper MRI scanners across London were the main factors that threatened to reduce the number of referrals from private consultants. 525

neurosurgeons, neurologists & orthopaedic surgeons reached with newsletter

35% average newsletter open rate

20% increase in referrals over the two years we’ve worked with QSIC despite increased competition

CASE STUDY: TARGETED SURGEON ENGAGEMENT

Targeted newsletter: •  Carried out detailed market research to

identify the best way to engage time-poor surgeons.

•  Following our market research research analysis, we recognised that targeted e-mails would be the most effective way to communicate with current and potential customers.

•  Medical professionals have little time for in-depth content, and a simple, snappy, letter-style email was agreed to be most suitable format for the newsletter.

•  Carefully built up a detailed and reliable database of neurosurgeons, neurologists and orthopaedic surgeons to contact with our newsletter.

Strategy


OUTPUTS: TARGETED NEWSLETTER


01 1710 GPs sent invitations for every QSIC educational evening.

02 High profile neurosurgeons, neurologists and orthopaedic surgeons secured to speak at all subsequent events following the success of the first educational evening.

OUTCOMES

03 Positive feedback from 100% of GPs that attend every event.

04 525 Neurosurgeons, neurologists and orthopaedic surgeons in London captured in a database for QSIC to contact with targeted email updates.

05 Secure base of 72 GPs that attend QSIC educational events regularly.

“OUR TARGET AUDIENCE ARE NOTORIOUSLY SHORT OF TIME AND HARD TO REACH. WITH THIS IN MIND, THE RESULTS THAT JOURNALISTA CONSISTENTLY PRODUCE ARE A CREDIT TO THEIR DEEP INSIGHT IN THE HEALTHCARE MARKET AND UNDERSTANDING OF OUR AUDIENCE OF CLINICIANS.”

Jodee Cooper, Business Director, Queen Square Imaging Centre