What they were up against.
Hudson Physicians is an independent group of healthcare providers in western Wisconsin. Their services are rooted in primary care but span an array of specialties such as obstetrics, general surgery, geriatrics and sports medicine. Formerly associated with four other regional clinics, they decided to cut ties and tackle the market on their own. Without the support of a larger healthcare system, Hudson Physicians understood they needed to create a unique brand story with a distinct point of difference and invest in a marketing strategy.
What we did to help.
The Minneapolis-St. Paul metro area extends into western Wisconsin and puts Hudson Physicians in a highly competitive healthcare marketplace. With so many choices for consumers, we needed to talk about their unique approach to health and wellness, leverage their quality and flexibility, and take a grassroots approach to their marketing. After months of research and brand development, Yamamoto created a completely redesigned brand identity, a refined message platform and an aggressive regional advertising strategy. Initial launch included a staged rollout internally to providers and staff. Planned events helped employees embrace the new direction and prepare for change. Environmental branding and online communications invited employees to own the customer experience and live the brand values. Market launch began with a hyper-local campaign that promised to make people rethink the way they select a provider. The campaign continued with the development of a new website, a social media revamp and a community-based event sponsorship program.
Work we did:
- Tagline
- Identity
- Image System
- Messaging
- Experiential/Environmental
- Design
- Content Creation
- Testimonials
- Collateral System
- Direct Response
Video
What happened next.
- Website traffic: 23% increase in new users
- Social media: 30% increase on Facebook
- 20% increase on Twitter and continuing to grow
- Facebook referrals to website: up 86%
- Inbound call volume: up 10.7%
- 17% increase in new patient appointments