Advertising the Heart of the Matter
Thoracic Cardiovascular Institute (TCI) boasted an excellent reputation as an independent practice providing cardiovascular services. Despite the success and size of their organization, TCI lacked brand recognition–their reputation transferred to a larger affiliated establishment. They needed their branding issue resolved with a dedicated marketing team. PMSI was recruited to promote their brand.
Summary
Thoracic Cardiovascular Institute (TCI) boasted an excellent reputation as an independent practice providing cardiovascular services. Despite the success and size of their organization, TCI lacked brand recognition–their reputation transferred to a larger affiliated establishment. They needed their branding issue resolved with a dedicated marketing team. PMSI was recruited to promote their brand.
Thoracic Cardiovascular Institute
Thoracic Cardiovascular Institute (TCI) offers full service heart and vascular services in the mid-Michigan area. Their practice has more than 10 providers and a staff averaging 40 employees. TCI is proud of their team and the work they accomplish which includes participating in hundreds of clinical trials in groundbreaking cardiac research. Their mission is to provide a best-in-class experience to their patients with compassionate, personal care.
Challenge
TCI experienced a low level of brand recognition. Without dedicated marketing support their sterling business was not clearly separated from a larger local brand. Additionally, marketing campaigns were stalling, and positive changes were unable to come to fruition.
Solution
Physicians Marketing Services, Inc. (PMSI) started their work by meeting with the CEO to identify the goals. Once they clarified the mission, they met with the marketing committee to reiterate the brand. The group went through proven exercises to draw out the answers of what TCI meant to its patients and with that developed a strategy that would tell their story.
A rebrand was launched with updates to collateral materials and a redesign of TCI’s website. A multi-media campaign was launched targeting key consumers with television, radio and outdoor advertising. PMSI guided a redesign of marketing material and messaging to referral sources. The efforts included internal campaigns for the staff as well. PMSI developed educational programs for physician groups and launched a campaign to boost morale.
The results were captured by a market survey distributed over the next year.
Results
- TCI referrals increased by 20%
- 38% growth in overall brand recognition for the first year
- Multi-media campaign found brand recognition in TV (20%), radio (16%) and outdoor (12%)
- Internal satisfaction increased
- Established a long-term partnership with PMSI and TCI from an initial short-term engagement