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OVERVIEW
I was thrilled to be given the opportunity to work with Dr. Baumgarner and Dr. Patton. The moment I met these two kind souls, I was in, I was invested in helping them achieve whatever it was they wanted to achieve. These rambunctious physicians encapsulated what it meant to be caring, loving, healthcare workers. After 20 years working in the hospital, they decided to join forces and open up their own clinic. With nothing more than their entrepreneurial spirit and their vision of helping the kind people of Northeast Houston, they established Northeast Primary Care in 2017, created their website, and were off. After a couple of years of business, they sought to up their patient numbers and increase their brand awareness to their community.
Enter me, the brand doctor.
BEFORE THE MAGIC
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BRAND DIAGNOSIS
As the branding specialist, it was my job to lead the ideation and development of the re-brand campaign. This meant establishing a vision and figuring out exactly how Dr. Pattono and Dr. Baumgarner wanted to position themselves in their community. I was especially excited to work with these two, because I have a deep love for healthcare and this was an area where we could really have fun and bring life to their clinic.
To begin the brand diagnosis, we needed to establish their UVP or 'unique value proposition' for you non-marketers. We needed to figure out what was going to set them apart within the sea of clinicians. I wanted to lean on their personalities and their expertise to really embolden the brand. Dr. Patton, for example, was MDVIP-affiliated, which I thought was special because there are only about 1,100 or so doctors within that network — automatically giving her credentials in the space. Not to mention, Dr. Baumgarner has been in the biz since 1996 and specializes in women's healthcare. So, with that, boom! We've identified their secret sauce.
Next, was building a complete brand around these two upbeat souls. After a good two-hour branding session with them two and their assistant, we were able to nail down a consistent brand. At least, conceptionally. Colors, messaging, logo options, the general feel they wanted to convey.
Once they were happy with the direction, we got to working. My team and I ran through three rounds of logos and two rounds of website designs. Along side that, we created a full brand booklet for them and anyone who interacted with their brand to use. It included their brand story, mission statement, visual components like color/font schemes, and a complete writing guide for them to stay consistent with their shiny, new brand.
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Let's throw some paint on the canvas! What do ya say?
Hope you're prepared for the lead flow...sorry in advance.