HOW MIDWAY SPECIALTY CARE CENTER’S
COLLABORATION WITH COMMANDO
SKYROCKETED CLINIC GROWTH
“I highly recommend COMMANDO— but I’m trying to keep them a secret from our competitors.”
JANA ESCHBACH
Chief Marketing and Development Officer at Midway Specialty Care Center
SITUATION
Midway Specialty Care Center provides primary care and access to behavioral health services, gynecological care, and nutritional support to patients with infectious diseases. The nonprofit chain of eighteen clinics has a dedicated team of physicians, physician assistants, nurse practitioners, nurses, medical assistants, and pharmacists who work to provide total patient care with dignity.
“We want to make sure those who are at high risk for contracting HIV are on PrEP, and we want those who are living with HIV to remain on treatment,” said Jana Eschbach, the center’s Chief Marketing and Development Officer.
Jana and her team know the clinic’s target population wants treatment or to participate in clinical trials. The hurdle is getting them into the clinic. To accomplish this, the center has hired both large and small SEO and microtargeting providers over the years.
“I spent the last six years going from company to company hoping to increase our numbers, but our last annual growth rate only reached two percent,” said Jana.
Determined to get better results, Jana reached out to COMMANDO and found a more than capable partner.
“We want to make sure those who are at high risk for contracting HIV are on PrEP, and we want those who are living with HIV to remain on treatment,” said Jana Eschbach, the center’s Chief Marketing and Development Officer.
Jana and her team know the clinic’s target population wants treatment or to participate in clinical trials. The hurdle is getting them into the clinic. To accomplish this, the center has hired both large and small SEO and microtargeting providers over the years.
“I spent the last six years going from company to company hoping to increase our numbers, but our last annual growth rate only reached two percent,” said Jana.
Determined to get better results, Jana reached out to COMMANDO and found a more than capable partner.
“THE RESULTS WE’VE SEEN ARE NOTHING LIKE I’VE EVER SEEN IN MY TWENTY-YEAR MARKETING CAREER.”
SOLUTION
Jana decided to bring in COMMANDO because of the agency’s excellent reputation for working with both people in the LGBTQ+ community and those living with HIV. When she sat down with the COMMANDO team, she was impressed.
I took a solid hour to explain the complexities of our mission and the many differences between our clinics. Then I asked them how they could help,” said Jana. “Instead of looking at me like I was insane, they acknowledged and accepted the challenge.”
The COMMANDO team’s solution involved a highly targeted, patient-centric approach aimed at reaching the right demographics and fostering engagement online. According to Jana, “Not only did they succeed in meeting the challenge, they knocked it out of the park.”
Because the COMMANDO team works collaboratively, Jana has access to her account representative as well as the CEO. She’s pleased that whenever she has an issue or wants to change the campaign, someone on the COMMANDO team responds within minutes with a resolution.
“I’ve never had a provider work so closely with us to make sure we were not only satisfied but also getting the results we were looking for,” said Jana. “I’m happy that we can all put our heads together to figure out the best possible solution to a challenge. Thanks to COMMANDO, we’re making incredible gains.”
I took a solid hour to explain the complexities of our mission and the many differences between our clinics. Then I asked them how they could help,” said Jana. “Instead of looking at me like I was insane, they acknowledged and accepted the challenge.”
The COMMANDO team’s solution involved a highly targeted, patient-centric approach aimed at reaching the right demographics and fostering engagement online. According to Jana, “Not only did they succeed in meeting the challenge, they knocked it out of the park.”
Because the COMMANDO team works collaboratively, Jana has access to her account representative as well as the CEO. She’s pleased that whenever she has an issue or wants to change the campaign, someone on the COMMANDO team responds within minutes with a resolution.
“I’ve never had a provider work so closely with us to make sure we were not only satisfied but also getting the results we were looking for,” said Jana. “I’m happy that we can all put our heads together to figure out the best possible solution to a challenge. Thanks to COMMANDO, we’re making incredible gains.”
RESULTS + BENEFITS
COMMANDO HELPED THE MIDWAY SPECIALTY CARE CENTER ACHIEVE THE FOLLOWING:
SUPERCHARGE CLINIC GROWTH
“We’re on target to achieve sixty percent growth per clinic this calendar year,” said Jana.
“Even the slowest clinics we have are growing from two to four patients per month.”
INCREASE NUMBER OF NEW PATIENTS
“The results we’ve seen are nothing like I’ve ever seen in my twenty-year marketing career,” said Jana. “We have seen a clinic that was getting maybe two patients a month from search engine optimization to getting twentyfour new patients a month thanks to microtargeting and digital marketing.”
REACH THE CLINIC’S AUDIENCE
“Our doctors want to advertise in glossy magazines and newspapers, but that’s not where the LGBTQ+ community is,” said Jana. “COMMANDO is the company to go to for finding, targeting, and really figuring out exactly who your audience is and how to get them.”
