The Bougainvillea Clinique, a cosmetic surgery center and medical day spa founded by Dr. Jeffrey Hartog and located in Winter Park, Florida, offers a wide range of plastic surgeries. Dr. Hartog set his sights on a vision of the Bougainvillea Clinique as the expert, go-to facility for central Florida for a relatively unknown and virtually scarless breast reconstruction technique called autologous fat transfer (AFT). No other area plastic surgeon has a free-standing state- and federally licensed surgery center adjacent to the main clinic, a fat tissue bank or Dr. Hartog’s expertise in this procedure. Each of these differentiates and distinguishes the Bougainvillea Clinique from its competitors.
Michelle Hartog, Dr. Hartog’s wife and a breast cancer survivor, plays a critical role in the spa’s general outreach and provision of care to patients. She was his first patient for this unique fat grafting breast reconstruction procedure.
To achieve his goal of earning recognition as a thought-leader and expert in the field, Dr. Hartog needed a public relations firm to help share his story and news of his work with the media and the general public. After conducting research, the Bougainvillea Clinique hired Axia Public Relations to get the job done.
PR firm, Axia Public Relations, developed a PR plan designed to establish Dr. Hartog as a thought-leader in the industry as well as share his and his wife’s personal experience with fat grafting. The initial campaign began in Orlando, Florida, and quickly expanded nationally. Axia saw an opportunity to promote awareness of fat grafting throughout Breast Cancer Awareness Month in October as well as National Breast Reconstruction Awareness Day. Through dedicated outreach efforts, Axia sought to share news of the fat grafting procedure with breast cancer survivors as well as healthy women looking to enhance the size/appearance of their breasts through this groundbreaking technique that takes fat from one area of the body and injects it in small droplets into the breast.
Axia reached out to its greater Orlando-based media contacts to share Dr. Hartog and Michelle’s story. Through existing relationships with news reporters, Axia secured a TV interview for Dr. Hartog and Michelle, which also lead to interest in Michelle’s all-female breast cancer survivor Dragon Boat team. Axia also recognized and utilized the opportunity for media coverage during Breast Cancer Awareness Month and reached out to local and national media contacts to share Dr. Hartog’s technique involving the use of fat to reconstruct women’s breasts. Through its contacts, the public relations firm trumpeted Dr. Hartog’s technique in unconventional outlets such as Orlando Arts Magazine.
Over the course of a year, Axia’s work, media contacts and dedication earned media coverage of 320 articles for the Orlando plastic surgery center and medical spa, reaching more than 680 million consumers. That's enough attention to require a media section on the clinic’s website. Fox affiliate stations in Atlanta, Georgia; Memphis, Tennessee; New York; and Tampa, Florida, all picked up one television interview in Orlando, which drove up client interest in the Bougainvillea Clinique and attracted new patients from multiple states. Melanie Young also featured Dr. Hartog in her book Getting Things Off My Chest, a how-to guide for breast cancer survivors, which sold more than 3,000 copies in eight months from launch. Nationally, Axia gained coverage for Dr. Hartog and the Bougainvillea Clinique on Yahoo! Mujer. Breast Cancer Awareness Month media coverage featured Michelle in outlets like Good Enough Mother, Skinny Mom and Today’s Woman Now. Dr. Hartog’s work with breast cancer survivors earned him recognition on Today’s Honoree, a website that acknowledges hometown heroes, entrepreneurs and others deserving of recognition. Beauty outlets like SheKnows and Beauty World News also featured Dr. Hartog and the fat grafting technique.
With Axia’s help, Dr. Hartog and his work gained valuable regional and national attention.
This case study included $5.9 million of AVEs, at Axia we prefer better metrics to show the value of earned media coverage. Check out why you should stop using AVEs to measure earned media coverage.