J A N U A R Y 2 0 1 9 • O U T PA T I E N T S U R G E R Y. N E T • 5 7
You produce hilarious Christmas cards to encour-
age patients to schedule colonoscopy screenings.
Why use that method to market your practice?
We believe in top-of-mind advertising and send the
cards to about 25,000 potential patients. They might not
need a colonoscopy now, but when it's time, we want
them to think Who was that crazy group? No one
looks forward to having a colonoscopy, so it helps
to approach the topic with a little bit of humor.
You've created cards for 14 years and there's
been
some memorable themes. How do you come up
with the ideas?
They're often based on current events or hit TV
shows or movies. We brainstorm for months,
although we always seem to decide on the
final theme at the last minute (see opposite
page).
Last year's card hit on the controversy surrounding
Brett Kavanaugh's Supreme Court nomination hear-
ings. Were you nervous to go there?
National coverage of the hearings was so pervasive
that we felt it was the best choice. Plus, we tried to make the
card party neutral. I was a bit concerned about what our
oming Up With Creative Ways
To Promote Colonoscopies
C
Robert Fusco, MD
Gastroenterologist and creator of some unforgettable holiday cards
