Doctors and NASCAR

“We’re just about out of space.” That’s what the practice manager told us barely five years into the relationship and after moving into a new 31,000 square foot facility. No doubt, the growth is a combination of good medicine, good service and good branding.

As many physician groups do, this one had an unwieldy corporate name. The palatial  offices said “expensive” to the general consumer. But the homogeny of bringing six doctors with complimentary skills together was a brilliant idea whose time had come. 

We branded them “The Eye Guys.” The purpose was to overcome the perceived intimidation factors and own a category in the patient’s mind. The campaign has always been mass media to target, directed heavily by the service line. Two focus groups later we knew we had hit the mark. 

Patients have responded very well. The latest TV commercial portrays the docs as a not so savvy NASCAR styled pit crew. “They don’t know much about pit crewin, but these guys know eyes,” is the line the crew boss says explaining that they worked on his cataracts. It is the second in a series of commercials with a similar tag. The first one, an NFL spot that won a “Best of Show” distinction. The race theme resulted in patients giving track nick-names to the docs and asking if they do tune ups. This kind of approachability builds lasting relationships.

Bringing it home, the stand up banners inside the practice support the theme. The campaign launch party brought all of the staff together in the winners circle. 

At Alison we believe consistency pays off.

If there is a better way to market your company, we’ll know it.