Our work with QSIC

1. Client name
Sector
Timeframe
Budget
Queen Square
Enterprises
Medical Imaging
March 2010 - ongoing
£4,000 per month
INCREASING REFERRALS:
QS ENTERPRISES

2. 2Credentials | © 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.
1,710London GPs in database
that we engage with
25GPs attend our educational evenings
on average
72GPs 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

3. 3Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: GP ENGAGEMENT EVENT

4. 4Credentials | © Journalista 2015 | journalista.co.uk
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.
525neurosurgeons, 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

5. 5Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: TARGETED NEWSLETTER

6. 6Credentials | © Journalista 2015 | journalista.co.uk
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