Scope: Family Medical Practice, Patient Portal, Identity, Branding (Naming, Logo, Signage, Website), Local Search
Mission: Conceive, design and implement a new identity and patient recruitment campaign for a growing medical practice seeking to communicate a new direction in "membership-based," concierge focused care. Enhance online communication with a HIPAA-compliant patient portal. Install social media channels on Facebook, Twitter and Google+. Develop site content including FAQs addressing new health insurance, online access and specialty areas. Add custom search engine for accessing select medical data sources. Produce print collateral, event booth
Key Insight: Family health care is undergoing a transformation, if not a renaissance. Powered by the Internet and buoyed by a profound commitment to preventative medicine, the role of family health care provider is expanding into health information provider. At the same time, public outreach into neighborhood schools, community centers and senior care centers is becoming more integrated, supported by the added dimension of social media interfaces like Facebook, Google+ and Twitter.
With its new membership-oriented identity and business model, the new practice name Member Plus Family Health speaks volumes about where this brand of health care is leading and its total focus on the patient. The new logo features a “plus” icon that parallels the Red Cross symbol, but with a friendly face and body cut out, depicting how practice members and their satisfaction come first. Hanging exterior full color banners with the new web address and new positioning statement of “Personalized Health Care for Bainbridge Island” drove the message home from visible placements surrounding the Member Plus building location and new annex.
Online, the Website is also accessible at memberplus.md, a second "on-ramp." The Website features such local community tie-ins as local maps to schools and rehab locations, an an events calendar. A Google custom search engine connects patients with world-leading data sources, weeding out less authoritative sites.
As a community of 23,000 and a population that is “captured” within an island perimeter, Bainbridge is serviced by two larger medical networks with institutional approaches to medicine. Member Plus has succeeded in celebrating its points of difference across print, web and social media, speaking loudly and in real terms about doctors who "still make house calls."