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“If we need to get something done, the ADAB team is an extra resource—an extra set of hands that already knows us and can jump in and help."
In the current healthcare environment, running a private practice calls for extreme adaptability. Keeping up with pandemic-related changes, tracking evolving regulations and insurance rules, managing day-to-day office tasks, and more, every detail matters as providers continue finding ways to survive and thrive.
These are the key values offered by Medical Specialties Managers. By taking over complex business practices, MSM streamlines operations for busy practices, as they—and their technologies—optimize revenue and ease the administrative burden. For over 35 years, the California-based company, now owned by Providence, has worked tirelessly to deliver customized management services to medical practices, saving their clients valuable time and money.
At first, MSM grew thanks to client referrals—and was able to “bootstrap” their writing in-house, said MSM CEO Matt Haberman.
“We didn’t have a huge need for a professional copywriter at first. We were a referral-based company back then, and marketing wasn’t as important to us,” Matt said. “We didn’t spend a lot of money there, because historically, we had someone internally take care of it.”
But around 2017, as business continued to scale, MSM began to take on higher-profile clients. Around the time they were acquired by Providence, MSM realized they could use the support of an outsourced copywriting team to infuse more creative language—and gain effective and polished copywriting.
ADAB was recommended by a mutual contact, and MSM reached out for professional copywriting assistance. Our first project? Writing upgraded website copy for a new site launch for one of MSM’s clients.
“The ADAB team has been really responsive and able to jump on stuff fairly quickly, which lowers the barrier to usage for us. There is a continuity between what we have worked on, which helps us hit the ground running on new initiatives. If we need to get something done, ADAB is an extra resource—an extra set of hands that already knows us and can jump in and help.”
“Freelancer schedules didn’t always sync up with the ebbs and flows of our business.”
Despite low-key marketing requirements, MSM had worked with freelance copywriters in the past. But they kept coming back to the same issue: they would hire a marketing copywriter and find themselves explaining the business over and over again. Matt also found that sometimes, it was hard to get work reliably from these contracted writing resources—especially on a tight timeline.
“We’ve had a couple of contract copywriters here and there in the past, but they weren’t people we engaged with beyond one contact,” Matt said. “Freelancer schedules didn’t always sync up with the ebbs and flows of our business needs.”
In essence, MSM sought a copywriting team first to help launch the new website—then to be available to write across numerous on-demand marketing projects, eliminating the need to find, vet, confirm availability for, and brief new writers every time.
“One of the big reasons we originally engaged with ADAB was because we had a project with a customer and wanted to be a little bit more professional and invest in better resources,” he said. “We wanted to work with a group that knew our business and wouldn’t require us to re-explain things from scratch.”
Developing a rhythm with a consistent copywriting team was critical for MSM to evolve into a more growth-targeted company. That’s where ADAB came in.
“Over time, it became effortless to work with you."
Back in 2017, Matt was able to quickly onboard his new content strategy and copywriting team at ADAB —and complete the first project: new website pages. He and his team then began to rely on ADAB to produce other forms of marketing copy—acting like a seamless extension of the MSM team. Without a volume of work that would warrant an in-house copywriter, the on-demand model works well.
“The ADAB team has been really responsive and able to jump on stuff fairly quickly, which lowers the barrier to usage for us,” Matt said. “There is a continuity between what we have worked on, which helps us hit the ground running on new initiatives. If we need to get something done, ADAB is an extra resource—an extra set of hands that already knows us and can jump in and help.”
Over the years, ADAB has helped MSM redefine its core values, launch a new website of its own, write timely blog posts addressing rapid industry changes such as PPP forgiveness and telehealth, and create ROI-driving sales collateral. Matt has always appreciated how reliable and accessible ADAB has been for new projects. And as MSM grew, Matt has been all too glad to invest in high-quality content.
Of course, as the leader of a growing company, Matt acknowledges that one of the biggest benefits to working with the ADAB copywriting team has been gaining back valuable time to focus on high-level company goals, rather than getting caught up in the nitty-gritty of copy details.
“Over time, it became effortless to work with you. The biggest practical value is that ADAB is a reliable resource you can turn to to speed up projects,” Matt said. “It’s definitely alleviated some brain time from my daily schedule, where I can gain back 30 minutes, an hour, or even more. I don’t have to do it, and I know someone reliable who can get the job done.”