Marketing Work Plan Development and Full Page Ad Concept Development, Art Direction and Execution
Southwest Kidney Institute (SKI) was established 25 years ago when a group of physicians came together to improve the experience of kidney healthcare for their patients. Today the SKI Family of nephrologists has grown to 35 physicians and has become the third largest kidney health practice in the country, dedicated to providing exceptional kidney care through its 27 offices that serve Phoenix, Tucson and Northern Arizona, with each office linked by a state of the art electronic medical record system and patient portal. This is the only nephrology group here in Arizona with two transplant fellowship trained nephrologists on staff. And twelve of their physicians have been named “Top Docs” in kidney healthcare by the Arizona Medical Community. Several are multi-year honorees.
While SKI continues to grow and evolve, it faces some of the challenges that come with growth in a competitive arena:
As with AOA, Quaintise’s 8-week Brand Audit revealed that SKI needed an integrated marketing plan that clearly communicates who and what SKI is; underlined its mission, its importance, its services and its value principles, as well as defined how its leadership and family of doctors, staff and offices all work together to make a real difference in kidney healthcare. We determined that this effort must enjoin all the offices into one remarkable practice group and position SKI as the go-to leader to whom medical practitioners should refer their patients.
To do this, we created a campaign with a compelling leadership story sharing the experiences, accomplishments and expertise of its physicians and caregivers. It celebrates the exceptional compassion, care, services, qualifications and dedication that make SKI what it is. The campaign reinforced the reasons SKI should top the list of responsible referral choices for referring physicians and their staff to consider for their patients in need of outstanding kidney care.
Our target audience was identified as:
Quaintise developed a proposed campaign for SKI that includes the following:
Marketing Tool Kit that includes:
New website incorporating some new innovative tools:
Quarterly online newsletter
Social responsibility or cause-related/non-profit involvement
The ads we created, developed, and executed for SKI increased their brand awareness over 25%. The Marketing Toolkit that was delivered to new physicians helped increase their overall revenue by 15%.