Center For Family Medicine
The Challenge - It's tough to attract new patients when you're in the shadows of two large health systems. It's even tougher when you practice family medicine in one location while your competitors have every type of specialist under the sun with clinics all across town. That was the challenge when CFM partnered with us to breathe new life into their marketing strategy.
The Solution - It was clear that CFM had already carved a nice niche for itself. They catered to families – hence the name – and they also had a good following among the growing Hispanic population in town.
In doing our homework, we learned current patients liked that they didn't feel like a number at CFM. They had a more personal relationship with their doctor, which made them more comfortable. That insight led to the development of a campaign centered around the tagline of Healthy Families Start Here, while stressing CFM's primary value proposition of "smaller can be better."
We told the story through TV spots, print ads, billboards and a more inviting Web presence. We also positioned CFM as a resource in helping families stay healthy through a series of preventive medicine videos delivered via email and social media.
The Results - Since partnering with Epic, CFM has seen a 68% increase in new patients. We know this because we implemented a detailed tracking plan and trained CFM staff in how to use it. They now have information at their fingertips about the ages, ethnic backgrounds and preferences of those who rely on CFM for care. After two years, brand recognition is soaring and we're just getting started.