Dermatology & Skin Surgery Clinic
Dermatology & Skin Surgery Clinic is the oldest provider of Mohs Surgery in the Western Kentucky region and has been providing the area with acne, psoriasis, eczema, skin cancer treatment, and more since 1960. Over the past several decades, they have established themselves as a dependable, knowledgeable, and caring healthcare provider and have remained dedicated to bringing innovative dermatological treatment to the people of Western Kentucky.
In 2021, after adding another healthcare provider to the practice, Dermatology & Skin Surgery Clinic wanted to increase their caseload both by rebooking current patients, reach new potential patients, and improve their visibility within the community. Specifically, they wanted to increase awareness in the local area to the Mohs Surgery procedure they provide which allows skin cancer patients to receive care closer to home and not have to travel long distances to larger metropolitan areas. Dermatology & Skin Surgery Clinic contacted us, looking for a partner who understood their goals and how best to guide them toward achieving them.
Innovations found that what Dermatology & Skin Surgery Clinic first needed was to establish their brand in a way that would position them to capitalize on the word-of-mouth reputation they had generated after decades of work. We began by re-establishing their brand and creating a brand strategy to accomplish their goals of improving their visibility and growing their caseload.
Our designer began by giving their visual identity a refresh, but kept important and meaningful parts of their previous branding so that their new identity would still be recognizable by current and past patients, as well as the local community. One key item retained from their old brand was the Mourning Cloak Butterfly, an interest of Dr. Case’s and symbolism for the varying stages of life of the patients he treats.
This step was essential and foundational for all following steps in creating a successful marketing strategy for Dermatology & Skin Surgery Clinic. We helped the practice develop their brand identity, including working with the staff to establish a definitive voice and brand guidelines that would not only bring awareness to their longstanding, but underserved, mission, but also help to guide our marketing strategy.
The strategy included brand elements such as a newly designed logo and brand guidelines that would inform the content strategy we incorporated into their website, brochures, and social media which continues to be a central part of their practice today.
We also implemented a few tactics to accomplish their goals of improving visibility and increasing caseload. We did this by creating a greater online presence, establishing them as a source of information related to skincare and sun damage, and familiarizing patients with the healthcare providers at the practice.
Dermatology & Skin Surgery Clinic needed their new website to solve a few problems. They needed a way to give people reliable online information about skin cancer, diseases, and treatments. Dermatology & Skin Surgery Clinic also needed a way to introduce the community to their medical staff and establish credibility in the community. After establishing a true brand identity for Dermatology & Skin Surgery Clinic, the content team at Innovations developed a content strategy for a website focused more on a user experience that balanced the objectives of informing potential patients of their expertise while also enabling streamlined scheduling options for their existing patients.
Another service essential to our client’s success was to set up a series of photo shoots to capture professional quality images of the practice’s office and medical staff for use on the website, printed materials and social media. These photos served a variety of purposes toward accomplishing Dermatology & Skin Surgery Clinic’s goals such as familiarizing prospective patients with the office and medical practitioners to make them more comfortable and creating credibility through the professionalism communicated through the photographs we took. These photos also served as great visuals to accompany various social media posts that both educated the public and helped to create greater visibility for the clinic.
Innovations created branded patient reminder postcards to encourage patient retention for Dermatology & Skin Surgery Clinic. Our team composed educational magazines and brochures to establish credibility within the community, and help their patients understand and remember important information. New signage, branded letterhead, business cards and shirts for staff were designed to create a consistent and recognizable brand presence to improve visibility within the community. The overarching goal for the printed materials developed was to create an association for community members so that when they see the Mourning Cloak Butterfly on the Dermatology & Skin Surgery Clinic logo, they know that’s a medical practice that cares about them and that they can trust.
Social media is essential for creating visibility within the community, so we developed a presence for Dermatology & Skin Surgery Clinic on Facebook and Instagram. On their newly created accounts, we developed content to educate the local community on skincare and sun damage which helped to bring credibility to the clinic and awareness to the problems they solve. We also used the platform as an opportunity to familiarize the community with the medical practitioners and their backgrounds, instilling credibility for the practice and the practitioners. The content team ran targeted ad campaigns on the social platforms to reach prospective patients who may have been unaware of Dermatology & Skin Surgery Clinic’s presence and the medical services they provide.
Our branding efforts were quickly successful, and after only 6 months, we were able to see Dermatology & Skin Surgery Clinic achieve their goals of improving visibility within the community and filling the books of both medical practitioners. We were able to share our talents with beautiful design work and innovative brand strategy, and fulfill our passion for creating impact for businesses with heart. Ready to start seeing your business achieve success? Set up a meeting to talk with our branding expert Britana Finke today!