CHALLENGE
Reposition the practice to become the premiere cosmetic and medical dermatology practice in the Boston metropolitan region. Communicate the positioning to the target audience, females ages 30-60. Get referrals of primary target friends and relatives to the practice for the latest laser, Botox, and injectable procedures. Communicate the skill level and training achieved by the physicians. Define the partnership, the patient education and the improved patient satisfaction by offering a more personalized level of customer service.
SOLUTION
Create an Identity, website and direct mail brochure of services that is consistent with the above brand that demonstrates the polished external appearance. We created a new logo/identity with the use of the lower case “d” and “p” merging them together so they visually show the concept of partners working together. We used colors that are contemporary and fresh that communicate the concept of rebirth and rejuvenation. We communicated throughout the various media that the doctors are some of the most qualified and brilliant physicians in the Boston region. Position the physicians although doctors first, as artists when it comes to the cosmetic aspect of their practice.
RESULTS
With the launch of their new identity, brochure and first web site they have experienced an
influx of new patients and are continually getting referrals from a variety of outside
resources. The response from the new identity has been very positive.
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