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Approach
Find the sweet spot.
Central + Priority Pediatrics faced growing pressure from the expansion of “retail” clinics. The competition touted easy access and expanded hours to attract new patients. But parents were giving up the chance for their children to see pediatric experts in exchange for convenience.
Central + Priority Pediatrics focused on its expertise – promising a pediatrician at every visit – in an integrated campaign designed to build trust with parents and bring new families through the door.
Advertising balanced expert and convenience messages to help Central + Priority Pediatrics stand out from the crowd.
Opening a new location provided the perfect opportunity to tell the clinic’s story in the news.
Physicians shared advice in local and national magazines to raise the clinic’s profile and establish expertise.
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Results
- Strengthened existing patient relationships and brought new patients to the practice
- Created consistent, multi-year visibility for the clinic and its physicians
- Expanded the practice at a time when other independent clinics were closing