Specialists in Your Backyard Read More
Like many rural hospitals, Cass has a hard time getting county residents to realize that they don’t need to “go to the city” for specialized care. So when they asked for our help in promoting their surgeons, we suggested an outreach effort to referring physicians, the ones most likely to influence where patients seek specialists’ care. Our solution was a bound book that introduced Cass’s four surgeons in a fun, neighborly way. The whole idea supported the notion that great surgeons were as close as your backyard. To reinforce the neighborly sentiment, the surgeons themselves toured local physician offices and hand-delivered the books, along with lunch.