Industry
Services
The Challenge
In early 2012, DMG had low public awareness in its extended market despite its size and success. The brand was disjointed aesthetically and strategically, with practices promoting themselves independently of one another. A reader might pick up a magazine to find six unrelated ads for DMG practices. Zehnder was tasked with unifying DMG into a single, integrated brand – both internally and externally.
The Strategy
To tackle DMG’s first centralized, comprehensive marketing campaign, we conducted in-depth research to form a comprehensive brand assessment, gained a nuanced understanding of practice areas, consulted with physicians and staff, and gauged awareness among target audiences. We delivered a new branding campaign and consolidated the client’s dozens of websites. The result was a new, strong, unified DuPage Medical Group.
Our media team maximized exposure to DMG’s new unified brand image across multiple platforms. Zehnder created the first-ever TV commercials for DMG and utilized zoned cable opportunities to reach DMG’s desired audiences.
We also worked with DMG to promote the client’s online scheduling and appointment options, building out and managing DMG’s digital database of 1,000+ providers. We brought DuPage Medical Group closer to consumers through digital videos and engaging social media content, producing dozens of YouTube videos that accrued more than 650,000 views.
As the “retail-ization” of health care increases, a major goal of providers is to increase brand loyalty and drive leads toward conversion (i.e., scheduling an appointment). We made sure all marketing materials, particularly digital executions, urged consumers to visit the DMG website and book an appointment online.
Dive in with Z
Zehnder is always on the lookout for great collaborators. From clients aspiring to drive sustainable growth to fresh talent hoping to join the team, we welcome you to drop us a line. We’ll be in touch!
