CASE STUDY: VANCOUVER CLINIC

Rebuilding a Health Care Brand

How does an 80 year old brand re-introduce itself to the community it started in, way back in the 1930s?

Through a brand rebuild that involved an identity refresh and an integrated campaign that introduced the real doctors, nurses, staff and patients behind the scenes at Vancouver Clinic.

“How does an eighty year old brand re-introduce itself?”

hmmm…

Case Study: Vancouver Clinic

Stage 01 – Research

In researching Vancouver Clinic, we  started with a qualitative survey of the executive leadership team for insights into their business strategy, goals, operation, and culture in order to guide the process.

At the same time, we conducted quantitative research into their market area, their target audiences, their category, and the state of play within their competitive set.

This was the first of what we call Validation Points — specific steps we take throughout the entire process to validate insights with outside inputs that lead to more objective findings.

Once we completed the research, we presented the findings to the leadership team, along with analysis of the data and several hypotheses to validate in order to determine a clear direction for the organization.

Stack

Survey Monkey

Online Panels

3rd Party Data

Case Study: Vancouver Clinic

Research Results

SWOT ANALYSIS

Those who knew about Vancouver Clinic loooooved them. But not enough people knew about them, despite having been in market for over 80 years. Why? We helped them figure that out.

MARKET OPPORTUNITIES

We validated that the blue ocean opportunity for Vancouver Clinic was right in front of it, and that they could leave the red ocean markets for others to fight it out in.

COMPETITION

For years, Vancouver Clinic had focused on large hospital-centric organizations like Kaiser Permanente as their main competition. Nope. We showed them research on the rise of a new and nimble competitor that proved to be the more dangerous threat.

SEGMENTATION

Vancouver Clinic had segmented its market into nine different consumer targets. Problem is, no brand has the budget or team to market to that many segments. We helped them zero in on the one target that helped them reach every other audience.

Case Study: Vancouver Clinic

Research Results

SWOT ANALYSIS

Those who knew about Vancouver Clinic loooooved them. But not enough people knew about them, despite having been in market for over 80 years. Why? We helped them figure that out.

MARKET OPPORTUNITIES

We validated that the blue ocean opportunity for Vancouver Clinic was right in front of it, and that they could leave the red ocean markets for others to fight it out in.

COMPETITION

For years, Vancouver Clinic had focused on large hospital-centric organizations like Kaiser Permanente as their main competition. Nope. We showed them research on the rise of a new and nimble competitor that proved to be the more dangerous threat.

SEGMENTATION

Vancouver Clinic had segmented its market into nine different consumer targets. Problem is, no brand has the budget or team to market to that many segments. We helped them zero in on the one target that helped them reach every other audience.

Stage 02 – Diagnose

To get to an accurate Diagnosis, we distilled the findings from the research into insights, then applied a second Validation Point by testing those insights with outside inputs to once again ensure more objective findings.

The results led to a validated brand strategy for Vancouver Clinic . 

The validated strategy then served as a platform to develop the key elements of a Goto Market Plan — the Unifying Idea, Messaging Pillars, and a channel plan targeted at the audience identified in the brand strategy.

From there, we mapped the channel plan to the marketing stack, conducted a GAPS analysis to figure out what it would entail to stitch the stack together, and presented the plan to the marketing team.

Stack

Survey Monkey

Online Panels

w

Uberconference for online Interviews

g

Bionic Media Planner

Google Apps

Case Study: Vancouver Clinic

Stage 02 – Diagnose

To get to an accurate Diagnosis, we distilled the findings from the research into insights, then applied a second Validation Point by testing those insights with outside inputs to once again ensure more objective findings.

The results led to a validated brand strategy for Vancouver Clinic . 

The validated strategy then served as a platform to develop the key elements of a Goto Market Plan — the Unifying Idea, Messaging Pillars, and a channel plan targeted at the audience identified in the brand strategy.

From there, we mapped the channel plan to the marketing stack, conducted a GAPS analysis to figure out what it would entail to stitch the stack together, and presented the plan to the marketing team.

Stack

Survey Monkey

Online Panels

w

Uberconference for online Interviews

g

Bionic Media Planner

Google Apps

Case Study: Vancouver Clinic

Diagnosis

VALIDATED BRAND STRATEGY

We brought in Subject Matter Experts who validated the findings from the research and helped guide the Vancouver Clinic executive team to a unique and ownable brand position.

UNIFYING IDEA

The validated brand strategy became the platform for developing a Unifying Idea for the next stages of the process; namely an identity redesign and communication plan.

HIPAA & PHI ISSUES

We helped Vancouver Clinic develop a plan that takes into account the HIPAA Security and PHI storage issues they needed to navigate in order to safeguard patient information.

GOTO MARKET PLAN

Based on Vancouver Clinic’s unique brand position, the Goto Market Plan mapped out how the Unifying Idea would be transformed into content across their marketing stack.

Case Study: Vancouver Clinic

Stage 03 – Develop

Vancouver Clinic had come to the realization during the StrategyOS process that to achieve their strategic goals, their brand would require an identity refresh. 

To begin the design process, we conducted design research to inform a design plan and help us target design territories that would translate the brand strategy into a strong identity. This process revealed five promising concepts that we presented to Vancouver Clinic for evaluation.

Although they had an option to test preferred identity concepts with an audience, Vancouver Clinic instead decided to choose one direction and run with it. We rescheduled testing for later, when we applied the identity to various ad concepts and A/B tested them as a third Validation Point.

Stack

Adobe Creative Cloud

Swivle DAM Cloud

Internal Client DAM

Case Study: Vancouver Clinic

Development

Before

After

Brand Expression

Case Study: Vancouver Clinic

Stage 04 – Implement

The first thing we did with the selected concept was to A/B test display ads as our third Validation Point. The results helped us optimize the concept and begin production of all assets in all formats.

That meant producing across the marketing stack: print ads, display ads, social media ads, OOH billboards, broadcast commercials, 30 second preroll videos, and a series of in-depth webisodes for a new website that we designed and built for Vancouver Clinic.

Stack

Swivle DAM Cloud

Adobe Creative Cloud

Slope

Internal Client DAM

Internal Client Web Server

Internal Client PM Tool

g

Bionic Media Planner

Google Apps

Case Study: Vancouver Clinic

Stage 04 – Implement

The first thing we did with the selected concept was to A/B test display ads as our third Validation Point. The results helped us optimize the concept and begin production of all assets in all formats.

That meant producing across the marketing stack: print ads, display ads, social media ads, OOH billboards, broadcast commercials, 30 second preroll videos, and a series of in-depth webisodes for a new website that we designed and built for Vancouver Clinic.

Stack

Swivle DAM Cloud

Adobe Creative Cloud

Slope

Internal Client DAM

Internal Client Web Server

Internal Client PM Tool

g

Bionic Media Planner

Google Apps

Case Study: Vancouver Clinic

Implementation

The integrated campaign introduced the real people behind the scenes at Vancouver Clinic, including doctors, nurses, midwives, staff, and patients. It was authentic, engaging to employees and potential patients alike, made sense within their restrained marketing budget, and best of all, succeeded.

OOH (Billboards)

Print

Digital

Events

Social

Broadcast & Web

Case Study: Vancouver Clinic

Stage 05 – Empower

The final stage involved training the internal team to roll out the 2018 campaign across the marketing stack — OOH, print, display, event, social, web, and broadcast channels — in a coordinated way, while navigating the HIPPA and PHI requirements that patient-centered organizations like Vancouver Clinic need to keep front and center in all marketing efforts.

Stack

Swivle DAM Cloud

g

Bionic Media Planner

Google 360

Adobe Creative Cloud

StudioBinder

Internal Client DAM

Internal Client PM Tool

Empowerment By The Numbers

The original goal of the re-brand was to engage 1,000 net new patients per month by re-introducing Vancouver Clinic to the communities in which it serves.

By Fall 2018, the campaign had helped Vancouver Clinic surpass that goal, reaching 1,400 net new patients per month while reducing patient churn.

As planned, the Vancouver Clinic marketing team successfully took over the campaign, and continues to run it in-market.

  • Social Engagement – 74% 74.15% 74.15%
  • Video Completion Rate – 53% 53.053% 53.053%
  • Conversions – 38% 38.37% 38.37%

impressions

clicks

net new patients/mos

Can We Help?

Email

info@stori.land

Phone

503-765-6437