Case Studies
Christie Clinic Branding
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.
