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main line personal physiciansA regional, private medical practice had three marketing objectives. The first objective was to identify the practice as an alternative for families making physician choices in the western Main Line area in the Philadelphia suburbs. Second was to establish the practice as the premier choice for upscale families in the region. By leveraging community concerns about the Pennsylvania medical malpractice crisis and news stories about doctors leaving the state, we hoped to achieve the third goal of promoting the viability and potential for longevity of the practice. The results of this three-month initiative were a front page article about the practice in the Philadelphia Business Journal, an interview on a call-in radio program whose topic of discussion was the medical malpractice issue in Pennsylvania, and a listing in Philadelphia Magazine's Top Docs issue.
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