“The Hand-Me-Down Identity”
Background:
A leading Southwestern practice had a "hand-me-down" identity that no longer fit. Established in the 1940’s, it had not invested in marketing for years. It never needed to.Evaluation:
Their visual brand was dated. Over the years, their continuum of care expanded, but their identity did not. In fact, each subspecialty in the practice carved out its own look, which made their practice look like six different organizations.Recommendation:
We helped their physicians understand that, although unintentional, the practice was making it harder for referral sources to recognize their full spectrum of capabilities. We demonstrated that they were missing the most cost-effective opportunity to cross-sell other subspecialties. A new branding identity was developed that leveraged the heritage of the practice and highlighted each subspecialty.Result:
They gained an inexpensive insurance policy for continued success. Now the practice can spend less money moving forward, since they have one identity instead of six. They are also leveraging and cross-selling each subspecialty through an identity that is carried out consistently across every service line. When a patient comes in for knee care, they walk away with exposure to all subspecialty areas. Their new brand and identity also brings them into the 21st century. How they look now fits who they are.It's About Getting Your Objectives Right | Plan to Succeed | Spending Less, Getting More | The Profitability of a Shared Vision | The Name Game | Relationships, Not Advertising | 5o Cents on the Dollar | The Hand-Me-Down Identity
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