The Situation
Dr. Carolyn Clevenger had launched a program to provide primary care for those living with dementia and their care partners. She had identified that the current primary care structure did not adequately support this audience as general doctors’ practices did not accommodate their unique needs or offer the additional time required to provide the care they deserve. The Integrated Memory Care Clinic provides individualized, patient-centered treatment in a one-stop shop environment for patients with Dementia and their families. Looking to increase their outreach and replicate this model for primary care facilities throughout the US, Dr. Clevenger partnered with Reckon Branding to define the branding, messaging and positioning for IMC in order to meet her goals.
Our Approach
A Discovery Session with the IMC leadership team was conducted to learn and discuss current business successes, hurdles, key audiences, program goals, and perceived opportunities. Following this session, we interviewed program partners, along with existing patients and caregivers who had participated in their program. These learnings, along with findings from additional audits of other like-positioned healthcare programs, we were able to identify opportunities for the brand to present itself more concisely and memorably.
Services
BRAND DEFINITION
BRAND STRATEGY
BRAND IDENTITY
NAMING
TAGLINE
VIDEO PRODUCTION
MARKETING COLLATERAL
DIRECT MAIL
SOCIAL CONTENT
AUDIENCE ENGAGEMENT
Solution
Removing “Clinic” from its name, IMC was updated with a much more consumer-friendly visual and verbal identity for its outreach efforts. New marketing materials were crafted to better embrace a refreshed brand story, more effectively defining the benefits of the program for patients and caregivers while expanding on the opportunities other healthcare programs could experience by embracing this model of care.
“When you’re providing care to individuals and their families living with dementia, there is no avoiding the emotional nature of their situation. It’s critical that we present ourselves in the best fashion possible to put their concerns at ease and instill trust. Working with Reckon allowed us to create a verbal and visual presence that did just this, and gave us the credibility we needed amongst our peers and community.”
