Marketing Primary Care Providers | EVR Advertising
EVR Advertising - Boston Medical Center Health Plan

Our Work | DMC Primary Care

Our Work |
DMC Primary Care

Challenge/Objective

Derry Medical Center, an independent, physician-owned primary care provider, was seeking brand clarity and stronger messaging to better define its place in the market and establish a platform for patient acquisition marketing.

Challenge/Objective

Derry Medical Center, an independent, physician-owned primary care provider, was seeking brand clarity and stronger messaging to better define its place in the market and establish a platform for patient acquisition marketing.

Strategy

Primary and secondary research, including focus groups, indicated two impediments stemming from the practice’s decades-old identity as Derry Medical Center:

  1. A close geographical association with the Derry area. Even though it has locations across southern New Hampshire, the practice was lacking name recognition outside of this limited area.
  2. Being labeled as a medical center that, again, was not only associated with a confined area, but also failed to clearly portray it as a primary care provider practice with multiple locations.

To address these challenges, a new brand platform was needed.

Strategy

Primary and secondary research, including focus groups, indicated two impediments stemming from the practice’s decades-old identity as Derry Medical Center:

  1. A close geographical association with the Derry area. Even though it has locations across southern New Hampshire, the practice was lacking name recognition outside of this limited area.
  2. Being labeled as a medical center that, again, was not only associated with a confined area, but also failed to clearly portray it as a primary care provider practice with multiple locations.

To address these challenges, a new brand platform was needed.

A New Brand Identity

In order to clarify who they are, what they do and what differentiates them in the market, the practice was re-branded and new messaging was created.

The practice was re-branded as DMC Primary Care to eliminate geographical confusion and highlight comprehensive primary care as the main service line. Derry Medical Center remains part of the practice’s identity, but in a secondary role. A new brand message—The Freedom to Be Better—was created to put more focus on DMC Primary Care being physician-owned and independent of any hospital.

A New Brand Identity

In order to clarify who they are, what they do and what differentiates them in the market, the practice was re-branded and new messaging was created.

The practice was re-branded as DMC Primary Care to eliminate geographical confusion and highlight comprehensive primary care as the main service line. Derry Medical Center remains part of the practice’s identity, but in a secondary role. A new brand message—The Freedom to Be Better—was created to put more focus on DMC Primary Care being physician-owned and independent of any hospital.

Tactics

A new logo was created by blending a more modern look with elements of the previous mark. The website was also redesigned to be more user-friendly. Messaging was re-focused to emphasize the convenient, accessible and comprehensive family care provided.

To support this new brand platform, a campaign was designed incorporating digital and traditional assets, paid search, paid and organic social media, print and radio advertising.

Results

%

Increase in Find a Physician Form Submissions

%

Decrease in Cost per Conversion

%

Percentage of Industry Standard for Cost per Conversion

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