The group will be positioned based on their new digital technology, the expansive services that will be offered and the credentials of the physicians who will be providing the diagnostic services. The campaign will use a combination of print, radio, direct mail to referring physicians and marketing calls to referring administrators. It will also include public relations, collateral material designed to educate the patients and referring physicians on the available services and comprehensive list of services that are provided in order to encourage repeat business.
THE RESULTS
Results, to date, have been very good. Acceptance by referring physicians of the marketing materials, including the new name and logo, has been strong, as has patient acceptance of the new facility and educational materials. We secured a front-page press release, which announced their grand opening and expounded on the advanced technology being offered. The radio campaign is underway and calls are being generated. Going forward, they are considering other female oriented radio stations to be added into the media mix (since most health-related decisions are made by the woman). The billboard has shown a strong recognition rate and we developed a comprehensive website with both a “flash” and html option. Lastly, we created an interactive tutorial cd-rom, which gives referring physicians the ability to see a demonstration of how to access their patients’ exam in real time through a secure website portal. Patients and physicians can view this tutorial on their website as well. This case study helps to illustrate the strategies that were employed to launch a new company and to start the branding process. |
