Marketing Work Plan Development and Campaign Execution
Family Practice Specialists (FPS) had been in practice for over 30 years; however, they lacked a marketing plan and knew they were failing to reach potential patients. The problem took root because FPS had a range of individualized services and treatment options not typically found at a family practice.
Quaintise was hired to create a marketing plan that would position FPS as a unique, one-stop destination for family care and convenience in one appointment. This included lab work and X-rays done in the office and services like detailed hearing evaluations, advanced cardiac testing, a full range of dermatology services, cosmetic skin procedures, diabetic eye exams, HIV specialization, glaucoma screenings, travel immunizations, and even psychiatric and optometry services.
During the 6-week Brand Audit, Quaintise identified several areas of improvement in FPS’s positioning strategy and developed a proposal for how the potential client could be tactically reached, engaged, and ultimately brought through the doors for an appointment.
First we did research to identify who the true potential patient is for such a unique practice and how to reach them. Knowing that women make approximately 80 percent of health care decisions for their family, we studied how women decide where to go for their personal and family healthcare needs and the tools they use to find their resources – the number one tool being the Web.
The strategy to increase Family Practice Specialists brand recognition and positioning in the marketplace included the following internet tools:
We also took advantage of community media opportunities with:
And lastly, we used the FPS practice lobby to promote their deep variety of services via:
Our efforts led to a 62% increase in web traffic, 64% increase in mobile traffic and a 21% increase in new patients. In May 2013, new visits to the website contact page were up 50%, returning visits we up 10% and visits to the blog (which focuses on seasonal issues) were up by 226%, greatly exceeding even our expectations.