COMMUNITY HEALTH
Healthcare Within Reach
Rebranding an aging community clinic and re-positioning it as a go-to source for affordable, quality care.
This project was developed during my tenure at idgroup.
Key Contributions:
- Account Service
- Brand Positioning Strategy
- Communication Strategy
- Research & Analysis
- Web & Digital Strategy
- Copywriting
- Concept Development
- Creative Direction
- Design
THE GIST
Serving a two-county area across 19 care sites, a local community clinic was struggling with an aging brand at risk of losing relevance among key community stakeholders.
PERCEPTION
The clinic had gained a reputation as a sub-par medical provider, but a recent construction grant and unveiling of a new state-of-the-art facility provided a vehicle for reintroducing the brand, and its new name, to the community.
POSITION
For the first time in the organization's history, we brought together its entire 200+ workforce into one room to identify strengths and aspirations. As a result of the dialogue sessions, we developed the position, "Healthcare Within Reach," to better align with with its vision, mission and key patient demographics: underserved, under-insured, and underprivileged.
EARNED MEDIA
ENROLLMENT GOAL
satisfaction score
WEBSITE TRAFFIC
OUTCOMES
Timed with the opening of its brand new medical facility, the campaign launch generated over $40k in earned media exposure, and an increase of 230% in website traffic. The campaign exceeded new patient enrollment goals, and patient satisfaction scores rose by 9 percentage points.
LETS GET TO WORK
Rally the troops and raise the stakes; it's time to craft a story that positions you as the category standout.
I work with bold, entrepreneurial, and impact-driven organizations seeking change. If that sounds like you, then there's someone I want you to meet. (Hint: it's me).