OBJECTIVES:
Austin, Texas-based Be Well MD business development strategies were formalized in 2016, one year after Be Well MD officially formed. With the operational infrastructure in place, the strategic priority was to introduce Be Well MD to pre-determined segments of the Austin community.
Dr. Mark Carlson, Founder, recruited an experienced marketing strategist from the healthcare field to lead the efforts. The first priority was to establish a brand and create awareness of this unique house-call medical service which is where Brandscapes came into play. The measure of success was determined by any action that signaled Be Well MD was gaining attention of its targeted audience, those action items included website visits, social media engagement, invitations to feature Be Well MD and Dr. Carlson at senior events and opportunities to introduce Be Well MD to referral sources.
EXECUTION:
Concierge medical practices are not uncommon in Austin, however, Dr. Carlson’s specialized training in senior healthcare is unique. Be Well MD’s marketing team knew that this expertise had to be at the core of the message. The strategy was to quickly build his credibility in caring for aging adults with seniors and their caregivers.
Successful concierge medical practices are typically started by transitioning a traditional clinic - with a panel of current patients - into a concierge model. Leaders of Be Well MD recognized this was one of the greatest challenges entering the Austin market. With no existing clinic or patient base, Be Well MD had to rely solely on organic growth. This is why a grassroots strategy to introduce the brand was developed.
Brandscapes knew the new medical practice needed a way to succinctly and effectively communicate its purpose in the market. It created the positioning statement, Your Doctor. Your Schedule. Your Place. This told the audience exactly what the benefits were to the practice. It was clear and definitive and quickly started resonating in the community. It was decided this line would be used in all communications moving forward.
A sales liaison representing Be Well MD was launched into the market to introduce Be Well MD to referral sources that primarily included senior housing communities, such as independent living communities, assisted living centers and memory care facilities. Using collateral materials designed by Brandscapes and corresponding sales scripts, the liaison’s objective was to find opportunities to introduce Dr. Carlson to the community’s management team and resident seniors.
The field strategy executed by the sales liaison was augmented with brand-building grassroots tactics, including print advertising, interactive, social media and participating in community events. Every day the mission was to educate and inform target audiences about the unique concept of
Be Well MD. It was important that messages were succinctly and consistently communicated in all communication outlets. This was managed by Brandscapes.
Be Well MD is committed to providing its patients with clinical expertise, superior outcomes and convenient and accessible communication. Every medical decision is driven by a “stay healthy, stay home” philosophy, which results in reduced hospitalizations, reduced medical costs and reduced unnecessary ER visits. Ultimately, Be Well MD’s patient-provider partnership is centered on empowering patient vitality, independence and security throughout the aging process.
RESULTS:
Since Be Well MD launched in 2015 with an incohesive strategy, Brandscapes and the
Be Well MD team were able to score big with a revised website that included a Member Login portal allowing Members exclusive access to helpful videos. Fact sheets, print ads, direct mail, eblasts and an active social media presence promoting blogs, events and other area activities directed seniors, their caregivers and referral sources to the website for further information.
The team identified an electronic newsletter as a tool to proactively communicate with its audience. Without an audience to communicate to, the first step was to build a database of prospective patients, referral sources and community leaders. In less than a year, the database grew to almost 1,500 names. The names came from active presence in the market and meeting the ‘right’ individuals in all types of settings. Because we are getting directly in front of our target market our engagement rate has been close to 35%, surpassing what studies show is an average 19%.
Website usage since launching their new site is averaging 2,600 page views/month. Facebook page views have increased 178% and Twitter followers are up 378%.
From the end of the second quarter through fourth quarter of 2016 Dr. Carlson was invited to speak to a variety of audiences on requested senior health topics. This was a testament to the brand work done to build his expertise in the community. In all, he conducted 21 presentations to audiences through the city of Austin, reaching over 500 seniors, caregivers and referral sources. The biggest indicators of success were Dr. Carlson being elected to Chairperson of the AustinUp Board of Directors and securing a coveted Session at SXSW this coming March where he will be co-hosting a panel on Merging Senior Care and Technology at Home.