Marketing Work Plan Development and Execution
Established in 2007 when a small group of physicians came together to improve the experience of care for women, Arizona OBGYN Affiliates (AOA) has since become the largest OBGYN group in the state. However, this growth has created some marketing issues. The six branches and nine office locations had no consistent branding and were operated individually. Plus, no one knew what AOA stood for. In order to grow larger, AOA realized it needed to undergo a professional branding effort focused on the entire enterprise.
Quaintise conducted an extensive 6-week Brand Audit with detailed market research, focus groups, and demographic study. Our research showed that the way in to see an OB/GYN is truly through Obstetrics.
This is the critical time when women evaluate an OB/GYN doctor. OB/GYNs are important to women during their childbearing years. Once a doctor delivers their baby, patients tend to stay with that physician up until the time they reach menopause. This group gets their yearly check-up from them, and often considers their gynecologist their main doctor.
With this in mind, the marketing must enjoin all the offices into one remarkable practice group…one AOA entity dedicated to a new level of excellence in the category.
Focused on this key research, Quaintise developed a sweeping work plan outlining the proposed brand positioning strategy, creative campaigns, and media placement.
Our campaign celebrates the exceptional compassion, care, services, expertise and dedication that make AOA what it is…and tell those stories through the experiences of patients and families that have most benefited from them. The campaign also tells our audiences how to find the closest AOA office, wherever they live or work in the Valley.
Every element of our effort drives all of our audiences to the AOA website, general information phone number and dedicated social media destinations. There, patients and prospective patients will not only learn more about the AOA family and services, but through our digital outlets they can link to people like themselves. Indeed, they can instantly share their own experiences, thoughts and remembrance—even baby pictures—in effect, becoming life members of the AOA family. It also positions AOA as an important, socially responsible partner, helping make Phoenix Valley communities healthier, safer, more vital and more committed to those who need medical services most.
Quaintise developed a campaign for AOA that includes the following:
AOA hired Quaintise as their Agency of Record in July 2011. As of June 2012, AOA’s website viewership more than doubled, and new patients have increased by over 35%.