RHS Rebranding
It was a classic Challenger Brand scenario. Two top female infertility doctors decided to break from the established healthcare system and go it alone. They would create a freestanding, full-service fertility clinic designed to provide an alternative, holistic experience. But would the empire, uh, strike back?
Services
- Customer Segmentation
- Competitive Analysis
- Market Research
- Web Analytics
- Brand Spanking Workshop
- Brand Platform
- Marketing Plan
- Marketing Messages
- Identity Design
- Web Development
- Advertising
- Print Design
- Public Relations
- Performance Audit
- Brand Management
- Media Buying
- Search Engine Optimization
- Content Management Systems
Industry
- Healthcare
Awards
- AMA Marketer of the Year
- Aster Award
Challenge
That's the thing — the system is the system for a reason. People know it. And they trust it. So opting out requires an assertion of mettle and legitimacy. And when it comes to babies, that means results.
But there are all these silly impediments to advertising results, like governmental privacy laws and the Hippocratic Oath. Like you couldn't get the same info from Facebook. Anyway, this resulted in a tall order: RHS would have to establish itself as successful, reliable and superior to the well-known health systems, but do so without advertising their impressive results.
Solution
After a session of the handy-dandy Brand Spanking Workshop, we realized RHS was underplaying a number of key points. Being a smaller, independent clinic allowed them to provide patients with a holistic array of services. Not only did they have the leading edge medicine, but they also facilitated a Stress Reduction Program complete with acupuncture, yoga and healthy lifestyle assistance in a nurturing, spa-like environment. And they even offered full-service financial help.
All together, RHS' services were qualitatively astounding, even if we couldn't mention the quantitative advantage. But that's the nice thing about a whip — you can still use it with one arm tied behind your back.
Tactics
You know what trumps statistics? Babies.
So we image-wrapped over 200 of 'em around a forty-foot city bus — each one a real life success story brought into this world by the people at RHS. That's one way to say results without numbers.
With the infertile crowd, a little baby imagery goes a long way — however, too much can be downright painful. So while the Baby Bus did wonders for awareness, we wanted to cultivate a different aura around the rest of RHS. A flower motif echoed birth, growth and hope while allowing us to design a welcoming logo, website and brochures.
Reception
The bus, banner ads, display ads and pay-per-click advertising caused web-traffic to shoot up. What's more, we created a community by keeping people engaged with the RHS blog and eNewsletter.
Even better, the public relations campaign resulted in interviews with national media outlets such as ABC World News Tonight, E! News Online and Disney's iParenting.com.
And probably more than any other client we've ever worked with, the proof is in the pear puree. RHS has assisted in the procreation of lots and lots of little pudgy humans. If only Uncle Sam would let us tell you how many. (Ah, see what we did there?)
