Dr. Christine Goertz

From Research Authority to a National Voice on Evidence-Based Back Pain Care

How Anti-PR® Generated $1.04M in Earned Media in Just 60 Days

Dr. Christine Goertz had more than 35 years of experience, nearly $45 million in federal research funding, and more than 135 peer-reviewed publications. Her authority was established—but much of it remained inside academic and clinical circles.

JOTO PR Disruptors™ translated her research into clear, timely media narratives that wider audiences could understand.

The Proof Pill

Results in 60 days:

• 6 television opportunities
• 56 Spectrum News broadcasts across 4 New York markets
• $1,039,800 in documented publicity value

“The expertise was already there. Anti-PR® made it visible.”

See how JOTO PR turns established credibility into public authority.

6 Television Opportunities and $1.04 Million in Publicity Value in 60 Days

Campaign Result Impact Delivered

The media-pickup, reach, traffic, and click-through figures reflect the distribution and amplification of the initial campaign release. The publicity-value figure reflects documented values across reported placements.

The Outcome

In less than 60 days, JOTO PR Disruptors™ began moving Dr. Christine Goertz’s authority beyond academic and clinical communities and into television, national business media, workplace conversations, and public health education.

The campaign created immediate broadcast momentum, expanded her visibility across multiple regional markets, and connected her evidence-based expertise with audiences outside traditional research circles.

JOTO PR did not create Dr. Goertz’s authority.

The authority already existed.

Anti-PR® made it visible, accessible, and relevant to the wider public.

The Challenge

Dr. Christine Goertz, DC, PhD, is a nationally recognized spine-health researcher, clinician, professor, and public educator.

With more than 35 years of experience, nearly $45 million in federal research funding, and more than 135 peer-reviewed publications, she had already established significant credibility within academic, clinical, chiropractic, and nonpharmacological pain-research communities.

Her challenge was not a lack of expertise.

It was a visibility gap.

Much of her influence remained concentrated among researchers, clinicians, and specialized professional communities. Patients searching for answers, employers managing the effects of back pain, and healthcare decision-makers influencing access to care were less likely to encounter her work.

At the same time, people experiencing low back pain were navigating conflicting advice, fear-based messaging, viral “quick fixes,” and uncertainty about which treatment options the evidence supported.

Dr. Goertz needed a public platform equal to the value of her expertise—without diluting the science or relying on sensational, fear-based, or anti-medicine messaging.

The Anti-PR® Strategy

JOTO PR translated Dr. Goertz’s scientific knowledge into timely, accessible narratives that journalists and public audiences could immediately understand.

Rather than building the campaign around everything wrong with healthcare, the strategy emphasized what people needed to know to make better-informed decisions.

The messaging centered on four public-education themes:

Most Low Back Pain Is Manageable

Pain does not always indicate serious physical damage. Clear information can help people approach recovery with greater confidence and less fear.

Movement Matters

For many people, gentle movement and gradual activity are important parts of recovery—not something that must always be avoided.

There Is No Universal Quick Fix

Low back pain can be influenced by physical, psychological, social, and lifestyle factors. Recovery is rarely one-size-fits-all.

Patients Need Clearer Information

People deserve practical, research-backed guidance that helps them understand their options and participate more confidently in their care.

This positioning presented Dr. Goertz not merely as someone who studies low back pain, but as a credible public educator capable of making modern pain science understandable and useful.=

Media Proof

Featured Media

FOX40 News | Spectrum News 1 | Inc. Magazine | Authority Magazine | WPIX-TV | WTVM-TV | WFLA News Channel 8 | WMBC-TV

In the designed version, display the outlet logos as a horizontal logo strip rather than a long written list.

Selected Highlights

• A Spectrum News 1 interview aired 56 times within 24 hours across Rochester, Syracuse, Buffalo, and Albany.
• Inc. Magazine expanded Dr. Goertz’s positioning into national business and workforce conversations through an interview about workplace back pain and employee productivity.
• Authority Magazine provided a thought-leadership platform for discussing low back pain, patient empowerment, and Whole Health principles.
• Broadcast and online coverage extended her visibility across California, New York, Florida, West Georgia, and East Alabama.

The media opportunities and reported campaign results are documented in the existing case-study draft.

The Strategic Shift

Before the campaign, Dr. Goertz’s authority was strongest among people who already understood the value of her research.

Within the first 60 days, her expertise began reaching broader audiences through television, business media, workplace conversations, and thought-leadership platforms.

Her public narrative began evolving from:

“Dr. Christine Goertz studies low back pain.”

To:

“Dr. Christine Goertz is becoming a trusted national voice helping people understand low back pain through evidence-based, whole-health guidance.”

That distinction matters.

The campaign did not manufacture authority.

It moved established authority into the conversations where it could create greater public impact.

The Result

JOTO PR Disruptors™ turned decades of scientific credibility into measurable media visibility.

The campaign established a foundation of message repetition, search visibility, media credibility, and public familiarity—while positioning Dr. Goertz as a calm, evidence-based educator capable of helping wider audiences navigate low back pain with less fear and greater clarity.

Because research can only transform healthcare when people know about it.

And authority becomes powerful when the right audiences can see it, understand it, and trust it.

Is your expertise stronger than your public visibility?

See how Anti-PR® can turn established credibility into measurable authority.