Insight
A rare few might see themselves as perfect. Most of us, however, have our weaknesses – parts of our body we’re not so happy about. That make us feel self-conscious. That we have dreamt about changing and – even if for a moment – thought about getting some “work” done on.
However, it’s also a delicate subject, one which requires finesse when informing potential patients and encouraging them to make a change that will transform their lives. That’s why we were excited when a group of renowned plastic and aesthetic surgeons gave us the opportunity to work with them on redesigning their branding and website.
To help them grow their share of the private patient market and set themselves apart from the competition, we gathered insights by reviewing competitor brands and interviewing previous patients. Our key finding was this:
"Who their surgeon is, and how they'll be treated are key factors for patients."
Having identified this driving insight, we honed in on a proposition that would address potential patients’ needs by focusing on the human side of the offering, and the skills of the people that make their wishes a reality.
Work in Progress
We transformed the brand’s identity by creating a new brand and website, and showed its new face to the world via an integrated press and digital marketing campaign.
Brand Creation
We held a creative workshop with our partners at Refine Plastic Surgeons’ to establish the brand essence, brand name and brand proposition. The brand essence and values were used to create a completely new brand name, Refine, and a vibrant and premium identity. This was extended to brand collateral, including a suite of stationery.
Website Development
We developed a fully responsive, multi-platform website, with the surgeons at the heart of the content. The new website featured detailed surgeon profiles, complete with associated case studies. The case studies were showcased as comprehensive stories, detailing the complete patient journey and transformational outcomes, with personalised testimonials from the patients themselves. Detailed procedure descriptions made easy to understand with diagrams and icons. We focused on providing the relevant information in as few clicks as possible to make the patient decision making process easier.
Digital Marketing
To raise awareness of the new branding and services, and to drive traffic to the new website, we advertised the Refine Plastic Surgeons offering via a PPC Google AdWords campaign and press ads placed in the Metro Scotland edition. The initial campaign was designed to raise the profile of Refine Plastic Surgeons and encourage prospect patients to start engaging with the brand directly.
The Finale
Since the launch of the new branding, website and marketing campaign, Refine Plastic Surgeons have experienced a major uplift in brand awareness, which has been reflected in a greater numbers of calls, consultations and treatments booked. Here’s what happened in the four months following the website’s launch:
- Website visits doubled
- More than 100 website enquiries were made
- Overall treatment enquiries tripled
