Communicating with Seniors

Mr. Collins was 72. The last thing he wanted was another operation. Around the table we went and not a single one of the ten seniors disagreed. The issue was they had all lived with bone on bone pain in hips or knees for years but joint replacement was not in their vernacular. The other commonality was each of them had been reached by a well researched and finely honed marketing program. 

A year later they were starring in a video that would reach many more folks with similar pain, encouraging…yes encouraging them to see our docs and get an assessment. 

Typical of Alison’s thoroughness, the campaign didn’t consist only of collateral materials and media strategy. It also evaluated the physician’s office capability to field calls and turn them into appointments. The screening and call back process were integral to our success. It was monitored and revised on the fly so no leads were lost to poor execution. 

The bottom line is this: If there is a better way to market your company, we’ll know it!

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.