Jones and Thomas Helps Build a Brand
Christie Clinic
Brand Development
Situation
Christie Clinic, a multi-specialty healthcare clinic with approximately 100 providers, appointed Jones and Thomas as its full-service marketing communications firm in order to develop a brand image for the clinic. Research of healthcare decision makers, via focus groups, showed that Christie’s primary strength was its “patient-friendly” attitude. Conversely, its primary competitor, which is larger and has greater marketing resources, was perceived by focus group participants as having an impersonal approach to patient care.
Primary Goal
Create a new brand image for Christie Clinic that differentiated it from the primary competitor.
Marketing Solution
To more effectively communicate the Christie brand position and differentiate the organization, a new tagline was introduced: Medicine for Your Life. This tagline personalized the Christie service lines, something that directly contrasted with the image of its primary competitor.
We also developed a unique, innovative creative campaign to brand Christie as an institution that provides excellent patient care and exhibits a high level of concern, regardless of the situation. Focus group testing showed that the campaign reflected the strengths of Christie and was extremely well received, especially by non-Christie patients.
Highlights
Client lacked any brand identity
Conducted research to identify available positioning
Launched internal and external brand communications efforts.
Provided complete integration of new branding efforts online.
Fueled consistent growth and increases in image and awareness.
Services
Brand development, creative strategy and planning, strategy development, event planning, media relations, media planning, audio and video production, focus group testing, internal marketing