Diagnosis: disinterest. Prescription: storytelling.
PROJECT DETAILS
As an emerging leader in an untapped sector of healthcare — direct primary care — Primary Health Partners (PHP) needed to define their identity, simplify their message and educate the masses on exactly what they do and why people should care.
We developed a rebrand and campaign that would position Primary Health Partners as the answer to all their healthcare hangups and better communicate their professional-yet-approachable identity.
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Healthcare is a hot mess.
Healthcare is a hot mess.
And PHP's complicated value proposition wasn't cutting through it. Since confusion is the ultimate Sales Killer, we had to bridge a serious knowledge gap for PHP's audiences to get buy-in on all sides.
We helped them boil down a complex story and simplify their message for both patient and business-facing audiences. By leading with value and applying the right strategy, we were able to help PHP scale their business, fast.
Translating the message.
Translating the message.
PHP is just as much B2B as they are consumer-facing, but they were struggling to communicate their value to businesses in a meaningful way. We helped them develop a messaging angle that resonated clearly with their target buyer, while accommodating the nuance of a complex financial decision unique to every organization.
We equipped them with sales decks, case studies, one-sheets, brochures, and other resources to educate prospective business on PHP's value prop and walk through financial conversations with clarity.
With the rebrand in place, PHP was able to expand from 1 clinic to 4 standalone and 24 affiliate locations in 12 states – in just 3 years.
With the rebrand in place, PHP was able to expand from 1 clinic to 4 standalone and 24 affiliate locations in 12 states – in just 3 years.
Nobody knows what, "We do everything!" really means, so we got clear on the value prop right off the top.
Nobody knows what, "We do everything!" really means, so we got clear on the value prop right off the top.
Everything is about you.
Everything is about you.
We identified that PHP's original message was too transactional, and wasn't reflecting the relational aspect of their business. We flipped this in their B2C campaign creative by putting the patient at the center of the messaging, and bringing in the doctors in a relational capacity.
Email, social media, and video came together in a patient-centric campaign that helped increase membership by more than 800%.
A campaign video bridged the knowledge gap and hit the audience's pain points on the head. (Ouch.)
A campaign video bridged the knowledge gap and hit the audience's pain points on the head. (Ouch.)
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Understanding is non-negotiable.
Understanding is non-negotiable.
PHP's website needed to split its utility and act as an educational selling tool. With an approachable, easy-to-navigate design, and messaging prioritized around the benefits of direct primary care, the site relflects the patient experience and draws in new subscribers.
Results
By distilling the real meaning behind their "we do everything" message, we helped Primary Health Partners finally get through to their audiences and ultimately scale their business.
