Casey Health Institute is a community-based, non-profit integrative primary care center focused on creating a patient-centered healthcare experience. Healthy Living Partners collaborated with the institute to establish its brand and marketing strategy, aiming to redefine healthcare communications to better engage patients and emphasize the benefits of their services. The institute offers a variety of wellness programs and aims to foster community involvement while also providing new revenue opportunities through wellness services and educational workshops.

1. A Case Study in
Patient Centered Marketing Communications
P R E S E N T E D BY
partners

2. Integrative Primary Care | Wellness Center
Casey Health Institute is a new model of integrative primary care that transforms the
patient/provider relationship in the context of a non-profit, community-based health
center. Central to their mission, Casey’s physicians, nurse practitioners, integrative
health practitioners, and allied health professionals function as a highly organized
team whose focus is always centered on the patient.
Healthy Living Partners began work with Casey Health Institute in November 2012.
The Institute opened to the public in May 2013.
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

3. DEFINING THE CASEY MESSAGE
We started with an empty building and a white board filled
with arrows, intentions, expectations, and dreams. As we
embarked on our mission to create a memorable healthcare
brand, we sought to define and articulate a highly differentiated and unique service offering, built upon the beliefs of the
co-founders and the committed practitioners who make up
Casey Health and their relationship with patients.
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
▼
“Manifesto” outlining the role of Casey Health Institute in the community.

4. ▼
Website: people-oriented with the patient as “partner.”
EXECUTING THE CASEY MESSAGE
Historically, healthcare communications have been constructed
around the hardware of healthcare — practitioners’ credentials
and expertise, a facility, a new technically advanced apparatus,
or the very specific details of the service offering.
Seldom has the message been built that speaks to the relevant
and clear understanding of the benefits of that experience for
the patient. In this age of new patient empowerment, patients
are expecting that their voices be heard, and astute
healthcare practices are heeding that call to define their
value around the relevant benefits of the experience.
We call this “patient-centered communications.”
Video: an intimate experience reinforcing the personal care relationship.
▼
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

5. ▼
Advertising creative: local print and outdoor executions.
PATIENT RECRUITMENT
Healthy Living Partners guided Casey Health to utilize its best assets, leveraging a
highly different position in the local market with a integrated marketing campaign that included an “invitation to engage.”
I am more
than my aching back.
You are more than your symptoms, your diagnosis.
Partner with an integrative primary care
physician who sees you for who you really are —
not as just another aching back.
You know there’s a better way. So do we.
Centrally located in Montgomery County
301.664.6464
www.CaseyHealth.org
Landing page on Caseyhealth.org.
▼
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
casey
health
institute

6. ▼
Grand Opening event.
COMMUNITY INVOLVEMENT
Building engaging, relevant experiences for all stakeholders creates
opportunity for expressing preference. When people are provided
with occasions to be involved with high-touch moments perceived
as personally relevant, commitment increases and word-of-mouth
referrals grow.
Healthy Living Partners provides the tools and resources to effectively
plan and implement a distinctive brand experience in the community.
YOU ARE
INVITED
GRAND OPENING CELEBRATION
Integrative Primary Care | Wellness Center
SATURDAY, OCTOBER 5th, 9am – 4pm
Experience what it’s like to place yourself at the center of your healthcare.
n
n
n
n
Meet primary care physicians
Informative, engaging programs
Free classes & workshops
Door prizes & Grand raffle
For a detailed program and schedule of events, click here.
800 S. Frederick Avenue, Gaithersburg, MD 20877 n 301.355.2023
R 127 G 186 B 0
R 127 G 186 B 0
R 63 G 73 B 38
R 117 G 129 B 191
R 3 G 35 B 102
R 251 G 187 B 143
Lt Green
Dk Green
Periwinkle
Dk Blue
Peach
Direct mail postcard: announcement of grand opening.
▼
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
Montgomery County’s
new state-of-the-art
Integrative Primary Care
& Wellness Center
R 63 G 73 B 38
R 117 G 129 B 191
R 3 G 35 B 102
R 251 G 187 B 143
Lt Green
▼
9:30 am, October 4: Ribbon Cutting, Tour & Reception
9 am-4 pm, October 5: Public Open House with
Free Workshops and Demonstrations
Dk Green
Periwinkle
Dk Blue
Peach
Interactive online banner.

7. PUT TING EXPERIENCE TO WORK 24/7
▼
One of the core strategies for Casey Health has been to create
Videos: 1-on-1 instruction for use across platforms.
and deploy expert content that engages patients, conveys the
ethos of the Institute, profiles practitioners in the community,
and extends the relevance of the Casey Health experience
far beyond the limits of the four walls of the Institute.
We’ve deployed content across multiple platforms including
TV interviews, social media, email newsletters, speaking
engagements and the Institute’s website.
Social media: participation in community conversations.
▼
Local TV: Practitioners profiled on a variety of topics.
▼
▼
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
Blog entry: content that engages and educates.

8. NEW OPPORTUNITIES FOR REVENUE CREATION
Keeping people healthy is a foundational principle for Casey Health.
Providing paid integrative therapies, educational workshops, and classes
in yoga and other activities that are open to the public, and thus outside
the medical services of the clinic, meant establishing a unique healthcare
model. A distinct Wellness Center was established for this purpose. The
challenge was to make clear the connection – and business potential --
at
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
between a retail wellness service open to the public and a primary care
clinic that serves patients.

9. Promotional insert used to “cross-sell”.
▼
Naturopathy &
Healthy Eating
NEW OPPORTUNITIES FOR REVENUE CREATION
Healthy Living Partners developed a full calendar of promotions and special offers to drive
Naturopathy uses the healing power of nature
itself to encourage your body’s inherent ability to
maintain and restore its own health. One key
element in this approach is nutrition — because
you really are what you eat.
awareness, interest, and ultimately service purchases.
Naturopathy is perfectly suited to address those issues
that don’t seem to come from an illness or disease.
Chronic digestive issues, such as acid reflux for
example, can easily be fixed by changes to the diet.
Seeking Calm
inaCrazyworld?
Naturopathy is heavily focused on getting down to
and understanding root causes in order to solve issues.
It is also focused on preventing issues from ever
occurring. For example, consistently eating healthy,
natural ingredients is probably the single most
important thing we can do to prevent illness and
disease from ever starting.
800 S. Frederick Avenue
Gaithersburg, MD 20877
Integrative Primary Care | Wellness Center
at
nOw Open
Oasis
MontgomeryCounty
a healthy
in the
heart Of
Give yourself permission to breathe.
We offer classes ranging from Yoga to Zumba and Pilates. And then there are our mind-body
therapies including meditation, mindfulness, massage, Reiki, acupuncture, and healthy
lifestyle coaching. Choose what works for you — because it’s all about fulfilling your
unique, personal balance of optimal health and wellness, guided by
our caring, supportive team of instructors and advisors.
Register someone special today for one of
our Living Healthier in 2014 programs.
Yoga & Movement – we were meant to move, and our yoga
and fitness packages will help start that process to tone, condition,
and relax the body. Led by caring, certified instructors in our
new studios, our classes are conveniently scheduled throughout
the week.
15%OFF
when purchased before 12.31.13
Yoga, meditation, healing cleanse and massage also available.
Go to www.CaseyHealth.org/NewYear
or call 301.355.2030. Gift certificates available.
We are a 501(c )3 public not-for-profit organization
dedicated to helping people lead healthier lives.
Give
THE
Gift Health
OF
Come see for yourself.
Give someone you care about the perfect start
to living healthier in the coming new year.
We’re conveniently located at
800 S. Frederick Avenue
in Gaithersburg near
I-370 and I-270.
Or call 301-355-2030.
Centrally located and open to the public, The Wellness Center at Casey Health Institute
offers a wide range of wellness programming in our state-of-the-art facility
- all designed to bolster one’s health through services including yoga and
other movement classes, therapeutic massage, health coaching and more.
Caseyhealth.org/wellness
ClaSSeS | wOrkShOpS | eventS
We are a 501(c )3 public not-for-profit organization.
Advertising Creative: communicating the unique position and role.
▼
▼
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
SPECIAL OFFER, see back for details
Direct mail: Holiday offers

10. HEALTHY LIVING PARTNERS
Healthcare is personal. It is also increasingly patient-centered.
Healthcare and wellness service practitioners need a marketing agency that understands and embraces these principles as a
basis for relating to patients – current and future. Healthy Living Partners is that agency.
Based in the Washington, D.C. area, Healthy Living Partners (HLP) is an integrated marketing services firm organized to
optimize patient creation and retention. Our expertise comes from more than a decade in health promotion where the
“customer” is the central focus. HLP is positioned to help practitioners grow in response to changing, patient-centered
expectations and to the changing models of care that are being created to meet those expectations.
We harness the talents and experience of our staff with a multi-discipline approach to establish and grow your healthcare
brand, and to best position your practice for success.
Our capabilities include:
n
Strategic positioning and development
n
Copy writing and visual story-telling
n
Design-led brand development
n
Community outreach
n
Marketing campaign development
n
Social media
n
Publicity and promotion
n
Website design and programming
n
Content strategy, creation and management
n
Local advertising development and placement
Want to learn more?
Then please call or email us, and we’d be delighted to share with you how we’ve done it for Casey Health Institute and others.
H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

11. H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4
partners