Case Studies New Jersey Pain Consultants – Related Projects – 2009-2010 DDA plants the seeds of a new medical brand that can grow with the practice year after year.
With only a very basic template website in place, New Jersey Pain Consultants came to Dynamic Digital Advertising (DDA) with the aspiration to revamp their marketing strategies both online and off. The practice needed a logo, brochure, business cards, newsletters, referral pads, and a website complete with online forms that would facilitate faster new patient orientation. DDA was up for the challenge and took a step-by-step approach to the development of the practice brand. The primary focus was to distinguish New Jersey Pain Consultants from other regionally based pain management practices, both in terms of experience and range of services offered.
One of the objectives for the brochure was to attract the attention of both patients and referring physicians. The logo, on the other hand, needed to have universal appeal. The target audience for the newsletters was colleagues in the field while the referral pads were to be used in house. The website was planned to be search engine optimized with key terms relevant to pain management, so that patients in search of viable treatment options would find New Jersey Pain Consultants online through search engine results. The overarching objective was to create a new medical brand that would be consistent from piece to piece and grow with the practice year after year.
While DDA’s graphic designers set out to create a new logo design, DDA’s writers simultaneously embarked on brochure copywriting with messages that appeal to the needs of a dual demographic. After reviewing a variety of concepts, NJPC decided on a logo that reflects an elated person with pain-free arms stretched wide to the sky. Colors, font types, and graphics were used consistently in the designs for the brochure, newsletter, business cards, and website that when viewed piece by piece or in combination form a unique brand identity. After conducting research into keyword search patterns, DDA’s copywriters developed more than 10 pages of optimized content for the website.
Not only is the website a valuable resource of information for patients, but its online forms reduce the paperwork patients need to complete in the office at their first appointment. DDA custom programmed three online forms – Request an Appointment, New Patient Information, and Questionnaire – for the website. The website includes a series of pain condition and procedure animations that serve as an excellent educational tool for patients. The referral pads and newsletters were not only designed by DDA, but printed on appropriate stock in desired quantities for distribution.
Today, about 70% of this practice’s new patient acquisition stems from the website and online forms created by DDA. The website has become just as much of a valuable resource for patients as it is for streamlining processes and procedures in the physical office setting. Whether NJPC physicians or nurse practitioners want to refer a service, hand out their business card, mail information to a colleague, acquire new patients online, or distribute their brochure, the brand DDA created is consistent and the practice is easily identifiable.