In May 2009, MCS helped its client Qforma, an advanced analytics and predictive modeling company, launch a database called Most Influential Doctors (MID), presented by USA TODAY, the nation’s number-one newspaper. MID is a first-of-its-kind online database that directs consumers to the top 3 to 5 physicians for treating chronic conditions in virtually every U.S. region. These physicians are objectively identified through advanced data analysis as the community medical leaders whom other health providers seek out for insight on new therapies and medical approaches. The goal of MID is to empower consumers to make more informed decisions about their healthcare. MCS’ goal was to extend MID and Qforma messaging to consumer and trade audiences, nationally and locally. MCS employed numerous tactics that resulted in widespread coverage, reaching an audience of over 6.4 million, plus the 4 billion daily visitors to the 188 media web sites where the Qforma/MID press release was posted. Starting with a front-page story in USA Today, coverage included top trade publications such as Medical Marketing & Media, and also dozens of local outlets such as The Arizona Republic that profiled the MIDs in their communities, giving grassroots momentum to this initiative.

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