A slideshow that details the branding design update and marketing proposals. (2011) This physician's group had never had a true branding marketing or brand strategy up to this point.

2. The HealthPoint Mission
We currently do this
People have to know who we
are, but we need to define
what this means
Essentially, this is our
“Promise of Care”

3. Current Marketing Challenges
• Limited Marketing, No Strong Calls to Action
• Marketing Mainly Limited to New Physicians
• HealthPoint Group/Brand Lacking Awareness
• Key Specialties Being Underutilized
• Physician Retention Slipping
• Inconsistent Use of Multiple Taglines
– Our Promise of Care
– Caring for You
– A Personal Promise to Care

4. Opportunities to Advance
• Develop a tagline that defines and communicates
the brand
• Develop tactics to increase understanding,
awareness, and utilization of HMG
• Test & Measure new marketing initiatives with true
“calls to action”
• Develop plan to increase internal and external
referrals
• Develop online presence and marketing

5. HealthPoint Marketing Goals
1) Engage and Attract Potential Patients
2) Improve Physician Retention
Who we are
What we do
How well we do it

6. Importance of a Marketing Tagline
Should assist in communicating the brand’s benefits
and what it stands for!
Examples:
Just Do It
Snap, Crackle, Pop
Takes a Licking and Keeps on Ticking

7. Keys to a Strong Tagline
Unusable By
Competitors
Memorable
States Key
Benefit
Differentiates
Brand
Imparts
Positive
Feelings

8. Current Tagline
A Personal Promise To Care
• Developed in 1997 when HMG was primary group
only with far less physicians/locations
• Many competitor physicians/offices have a
“Promise of Care” statement displayed in office
that sounds similar
• Doesn’t communicate key benefits of the HMG
brand today
• Not strongly promoted and has been co-mingled
with “Caring For You” and “Our Promise of Care”

9. Our Key Strengths & Differences
Primary and Specialty Care for all ages and medical
conditions
– Pediatrics to geriatrics; ear surgery to heart valve surgery
Convenient locations throughout Hillsborough and
close to Pasco, and Polk Counties
Convergence of care
– Primary care docs connected to Specialists connected to
St. Joseph’s/South Florida Baptist Hospitals connected to
other BayCare services
Highly credentialed physicians
– We pick the best so you don’t have to

10. Our Key Strengths & Differences
Insurance and billing expertise
– All done in house
Accessible care
– 24 hour call coverage
– Same day sick appointments for patients of record
– Hospitalist care
– Electronic appointments, referrals, prescription renewals,
messages, bill pay
Full office, support staff and management team
– Physicians spend more time with patients

11. Tagline Suggestions
All the Care You’ll Need
Collective Expertise. Individual Care.
How Healthcare Should Be

12. Our Current Look

13. New Look Options
Goals:
•Modernize
•Show People/Patients/Lifestyles
•Add supplemental colors to keep design flexible
and fresh
•Distinguish between Primary and Specialists
•Upgrade the Quality Perception of HMG

14. New Look #1

15. New Look #1 - Sample Ad

16. 6/27/2014 •2011 Branding and Marketing
Strategy
New Look #1 - Recruitment

17. 6/27/2014 •2011 Branding and Marketing
Strategy
New Look #1 - Recruitment

18. New Look #2

19. New Look #2 - Sample Ad

20. New Look #2 - Recruitment

21. 6/27/2014 •2011 Branding and Marketing
Strategy
New Look #2 - Recruitment

22. New Look #3

23. New Look #3 - Sample Ad

24. 6/27/2014 •2011 Branding and Marketing
Strategy
New Look #3 - Recruitment

25. 6/27/2014 •2011 Branding and Marketing
Strategy
New Look #3 - Recruitment

26. 6/27/2014 •2011 Branding and Marketing
Strategy
New Web Design
Listing of
specialties with
hyperlinks
(improved web
visibility)
Video featuring a
specialty/physician
Simpler
navigation
Patient comments
from Press Ganey
Less copy
Cleaner look
Happy faces
Latest News
New
Physician
Info

27. New Mobile Website Design

28. 6/27/2014 •2011 Branding and Marketing
Strategy
Marketing Tactics
• New Practice/Specialty Brochures
– Pediatric Care, Adult Care, Specialty Care, Walk-In Care
• Directory
– Larger, full color, primary care sorted by geography
• Bio Cards
– Larger, full color
• Business Cards
– Full color with optional physician photo
• New Event Display and Tablecloth
• Physician Signed “Promise of Care” Posters
• Physician & Consumer Mailing Upgrade
• Physician Recruitment Package
1. Enhance and Redesign Marketing Materials

29. 6/27/2014 •2011 Branding and Marketing
Strategy
Marketing Tactics
• Redesign HealthPoint Web Page
• Develop a mobile version of Website
• New Facebook Fan Page
• YouTube Videos
• Google Adwords Campaigns
HealthPointMedicalGroup.com
2. Fully Utilize the World Wide Web

30. Marketing Tactics
• Tampa Bay Times (TBT) Pediatrics
Test run 6x, ½ page color ads
• Tampa Bay Parenting Magazine (Pediatrics)
Monthly, 2/3 page color ads
• Tampa Tribune Ads (Primary Care Group Ads)
18 times/year, ½ page color ads
• Tampa Tribune Ads
2 times (October insurance renewal)
• Tampa Medical News Ads (Specialist Advertising)
4 times + min. of 2 editorial articles
• Google Adwords
For key specialties/conditions such as Gastro, Ortho, ENT
3. Group Brand Advertising

31. Marketing Tactics
• New Marketing “Call To Action” Test Programs
Goal: Test, Measure and Perfect First Before Full Rollout
• New Movers Program
Include letter, brochures and premium offer ($5 Starbucks Card
for new patients)
• Friends & Family Referral Program
Test with practices or specific physicians (offer TBD--cannot
utilize any “Gifts in Kind” with existing patients)
• Lapsed Patient Recovery Mailings
• Patient Wellness Visit Mailing
Promote key services like cholesterol checks, colonoscopy,
physicals, etc.
4. New Programs

32. Marketing Tactics
Use minimum of (9) unique phone numbers to track
phone calls from specific media vehicles
•Google Adwords
•Tampa Tribune 4You
•New Movers
•Tampa Bay Parenting
•Tampa Bay Times (TBT)
•Lapsed Patient
•Friends and Family
•Wellness Mailing
•Insurance Renewal
5. Measure and Track Results