Branding & Awareness Campaign
UBMD Physicians’ Group
UBMD Physicians’ Group approached JFG for help in growing the organization’s overall presence and awareness throughout the Western New York community. As the region’s largest medical group with over 500 physicians, 80 locations and 18 practice areas, UBMD Physicians’ Group wanted to show the breadth and reach of their services.
With the opening of the Conventus Medical Office Building on the Buffalo Niagara Medical Campus, the group would have 16 of their 18 practices under one roof for the first time. The challenge at hand was to build a solid foundation of cohesion and connectivity between the practices.
Overall, the end goal was to get patients to choose UBMD Physicians’ Group when making health care decisions.
Tactics
- Branding
- Outdoor Advertising
- Broadcast Advertising
- Print Advertising
- Social Media
Solution
JFG started working with the group to develop a strong tagline and brand theme to utilize across different marketing channels. We landed on, “One Source | For the Life You Lead,” or “One Source” for shorter messaging, as a way to represent all practices under one umbrella of comprehensive health care services.
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, posters, flyers and meetings. The external strategy included a microsite, postcard mailers, digital billboards, bus wraps, print ads, brochures, television ads and more. The visual approach and messaging were weaved throughout all mediums to create a cohesive look and feel.
Results
After implementing the new branding campaign, awareness of UBMD Physicians’ Group increased across the region, further building on the reputation of each practice and the group as a whole. The microsite developed saw increased traffic, and social media engagement metrics consistently reflected this growth.