Chicago ENT is a medical practice with four locations that specializes in the highly competitive Sleep Apnea market. In the past, patients could only see specialists to whom they were referred by their primary care doctor. Marketing a practice such as Chicago ENT was really all about physician referrals.
But patients are more savvy today. They do their own research and find their own specialists. So to attract more patients, Chicago ENT turned to Demi & Cooper and online advertising. These ads were designed to be different (note there is no photo of a doctor, or anything that connects to medicine). They were meant to softly connect with patients who are suffering from sleep issues.
The results? Well, in the six month life of this campaign, web traffic almost doubled, and patient visits increased by 28%. You could say that the doctors at Chicago ENT were sleeping much better thanks to this campaign.