The Urology Group

Raising Awareness — and Patient Comfort Levels

Urology can be a difficult medical specialty to promote. Not only is it challenging to raise awareness, but it’s tough to raise comfort levels around a subject most would rather not discuss.

The Urology Group, one of the largest independent specialty groups of urologists in the U.S., wanted to increase awareness of its medical and cutting-edge surgical care services. They called on Forza Marketing, now a part of Northlich after an acquisition, for help with rebranding, building a website, public relations and social media.

Market research revealed that the most compelling reason patients choose a urologist is the trust that their condition will be resolved and their quality of life will improve. To that end, the new tagline became:


“Advanced Care. Improving Lives.”

The team created a patient-focused website that offers a comprehensive overview of nine clinical services, dozens of conditions treated, nearly 40 physician bios and an archive of media coverage. The site now has more than 350,000 visits per year; Northlich continues to manage website content, including bimonthly blog posts.

To position The Urology Group physicians as the region’s leading specialists in their field, Northlich enacts a comprehensive media cultivation strategy which has resulted in nearly 40 placements with print, broadcast and online media outlets that


reached tens of thousands of people locally and nationally.

Northlich also provides full event-management support for the largest event in the region that benefits prostate cancer research and awareness: the ZERO Prostate Cancer 10k/5k, sponsored annually by The Urology Group. We secure sponsors and a celebrity spokesperson (past celebrities include Oscar Robertson and Ken Griffey Sr.), design promotional materials, manage logistics and create media buzz. 

In the first year of our involvement, the event enjoyed a 42 percent lift in the number of runners. That total has increased each year.

Now, nearly 1,500 runners and hundreds of participants and volunteers raise more than $150,000 annually for prostate cancer research and awareness.

Northlich supported The Urology Group’s community outreach efforts by creating a series of free prostate cancer screenings in underserved communities. We developed a dedicated website and Facebook presence to promote the screenings and worked with community leaders to solicit participants. We also capitalize on the international “Movember” campaign; each year, physicians from The Urology Group grow facial hair for a month to raise funds for prostate cancer research, and then participate in a public shaving, which generates additional media coverage.