Branding & Awareness Campaign
UBMD Physicians’ Group
UBMD Physicians’ Group approached JFG for help in growing the organization’s overall presence in the Western New York healthcare marketplace to increase awareness. As the new Conventus Medical Office Building opened on the Buffalo Niagara Medical Campus, UBMD Physicians’ Group would have 16 of their 18 practices under one roof for the first time.
As the area’s largest medical practice with over 500 physicians, 80 locations, and 18 practice areas, UBMD Physicians’ Group wanted to show the breadth and reach of their services. The challenge at hand was to build a solid foundation of cohesion and connectivity between the groups. Our overall goal was to get patients to choose UBMD Physicians’ Group when making decisions relating to healthcare.
We needed to show connectivity between:
- Physicians and Staff
- Physicians and Physicians
- Practices and Patients
- Patients and Their Physicians
- Practice Plans
JFG started with a series of strategic brainstorming sessions, working with the group to develop a strong tagline and brand theme to utilize through different marketing channels After a series of thematic approaches we landed on, “One Source. For the Life You Lead.” or “One Source” for shorter messaging. This particular message was able to translate across each practice and connect all of the groups under “One Source.”
After establishing “One Source” as the primary theme, JFG launched a multi-media campaign both internally and externally. The internal campaign to physicians and staff consisted of emails, eblasts, posters, fliers, and meetings. The external strategy included a microsite, postcard mailers, digital billboards, bus wraps, print ads, brochures, television ads and more. The visual approach was weaved throughout all mediums to create a cohesive look and feel.