CLARIFYING BRAND POSITION
CLIENT OVERVIEW
Seven decades of service and excellent patient care have made Wheaton Eye Clinic the largest private ophthalmology clinic in the Midwest. Their world-class medical and surgical expertise, rigorous clinical research and prestigious academic affiliations have made Wheaton Eye Clinic a national center for excellence within the field.
OBJECTIVE
Challenged with the task of unifying the look, message and voice of WEC's independent doctors and surgeons under one brand—there was also an immediate need to expand the Clinic's online presence. Initiatives that followed the website would include the new site promotion, print advertising, and further brand strategy, research and development.
SOLUTION & RESULT
Assessing the ownership needs, as well as multiple patient demographics and B2C/B2B audiences, a new, consistent brand look and voice was developed and applied while delivering relevant, targeted messaging across multiple channels.
The expanded website showcased authentic views of the doctors and locations, providing the opportunity for increased audience connection.
With the restructured site architecture, user experience was greatly improved as multiple audiences were now able to quickly access relevant information. Repositioning WEC as a "go-to" patient education resource elevated the brand and supported their mission—excellence in compassionate eye care.
RESPONSIBILITIES
Art Direction, Copy Writing Direction and Editing, UI/UX, Design, Production, Project Management, Client Service
BRAND STRATEGY
In order to further develop the WEC brand and recommend future growth strategies, a "brand truth" initiative was conducted. Their position in the marketplace was further researched and analyzed in order to reveal truths related to brand awareness, patient and prospective patient perceptions.
Step One—conduct current and prospective patient surveys. To facilitate insights regarding patient demographics and evaluate WEC's ability to deliver upon their brand promise, over 150 onsite surveys were conducted at all of their locations. Responses on overall customer satisfaction, offering awareness and service delivery were collected.
Step Two—online surveys targeted multiple demographics, collecting data from prospective patients to understand current reputation and potential mindshare.
Step Three—Comparative research and analysis was conducted to understand WEC's current position within the overall ophthalmic marketplace. Actionable data including market size, rankings and other characteristics was collected in order to compare local and national competition.
Recommendations—with a comprehensive view of business operations and a better understanding of their true position within the marketplace, a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis was conducteed, and the recommendation to leverage "Patient Education" as their mission with purpose was presented.
Tactical solutions were also presented to illustrate how this direction could be translated into their website, social media and advertising.
PHOTO SHOOT
To ensure authenticity and support the one-on-one patient care positioning, a four-day, two location photo shoot was coordinated and directed with the Clinic's doctors, patients and staff for the website and overall usage.
Each of the two locations included multiple sets that were previously scouted. Volunteer subjects were selected and matched to illustrate a diverse range in brand relevant scenarios, child through experienced adult life stages.
WEBSITE
Due to immediate needs, the website redesign process would also represent initial brand/identity exploration. Using the current logo as the starting point, several concepts were explored.
Site architecture and user interface was wire framed in detail to ensure a positive user experience for multiple audiences. Designs were refined to establish an identity and elevate the look and functionality of the site.
Content and messaging was directed and written to position WEC as a "go-to" source for eye care information in a voice that was consistent with their mission and reputation for "excellence in compassionate eye care". Utilizing a secure, open-source CMS platform, the site was developed, tested and made accessible to B2B and B2C audiences.
POS IN-OFFICE PROMOTION
To softly promote the new website as the "go-to" information source, posters and front counter cards were designed, produced and positioned to inform patients visiting any of the clinic's four locations of their enhanced service offering.
ADVERTISING & DIRECT MAIL
To promote brand awareness, as well as the opening of a new location, multiple ads were developed for local newspapers and charitable event program booklets. Messaging for specific audiences ranged from high-level brand positioning, to niche treatment options, to event promotion and offer driven initiatives.
SOCIAL & ONLINE ENGAGEMENT
Aligning with the patient education platform, recommendations and concepts were presented to increase WEC's inbound and paid traffic channels. Google Adwords, online banner advertising, landing pages, SEO and remarking campaigns would provide opportunities for global reach, brand awareness and inquiry generation.
Banner Ads—the vertically oriented creative demonstrates a specialty/conditions focus with legs for an expanded campaign, while the horizontal banner ad promotes a suggested unique call center number emphasizing education and peace of mind.
➞ View vertical animated banner
➞ View horizontal animated banner
A robust Facebook page would strengthen community ties and leverage the word-of-mouth benefits of social networking.
