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DuPage Medical Group Zehnder Case Study

The Client
DuPage Medical Group

In early 2012, Zehnder began discussions with DuPage Medical Group about building a more cohesive brand identity and expanding awareness among patients and physicians. Our team worked with theirs to develop a unified brand and earn support from key physician and administrative leadership stakeholders across the organization. The result was a new DuPage Medical Group: stronger and more unified than ever before.
Brand Style Pallette
The Strategy
Building a Unified Brand

In early 2012, DMG began discussions with Zehnder about building a more cohesive brand identity and expanding awareness among patients and physicians. The company’s key marketing objectives were to increase brand awareness, grow the number of new DMG patients, and support expansion of the group’s growing footprint within the market. More recent marketing goals have shifted to focus on highlighting DMG’s unique offerings as the brand expands into new markets and specialty areas.

When we started working with DMG in 2012, the client had never undertaken a centralized, comprehensive marketing campaign. As a result, the group had no consistent brand strategy or campaign aesthetic. A reader might pick up a magazine to find six disparate ads for DMG practices.

Zehnder worked one-on-one with DMG’s marketing team to develop a unified brand and earn support from key physician and administrative leadership stakeholders across the organization. We delivered a new branding campaign and consolidated the client’s dozens of websites. The result was a new DuPage Medical Group: stronger and more unified than ever before.

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Reaching Target Audiences

Our media team maximized exposure of DMG’s new unified brand image across multiple platforms. Zehnder created the first-ever TV commercials for DMG and utilized zoned cable opportunities to reach DMG’s specifically desired audiences. Working closely with our public relations team, Zehnder continues to coordinate earned media efforts with outreach to local, regional, and national industry and community publications. We’ve partnered with DMG to achieve placements in media outlets like The New York Times, Chicago Tribune, and Modern Healthcare.

Play Final TV Spot

Delivering a Seamless Digital Experience

Zehnder has worked with DMG to promote the client’s online scheduling and appointment options, and also helped build and manage DMG’s digital database of 1,000+ providers. We brought DuPage Medical Group closer to consumers through digital videos and engaging social media content. We’ve produced dozens of digital videos for DMG which have accrued more than 650,000 views on YouTube.

 

Creating Content that Converts

As the “retail-ization” of health care increases, a major goal of providers is to increase brand loyalty and drive leads toward conversion — i.e., scheduling an appointment. We’ve made sure that all marketing materials, particularly digital executions, urge consumers to visit the DMG website and book an appointment online.

The Results
The Sky is the Limit

In 2017 after five years of partnership and growth with Zehnder, DuPage Medical Group's excited for continued expansion over the coming years.
51%
Unaided Brand Awareness
Unaided brand awareness increased to 51% in 2015.
700
Physicians
DMG has grown from 300 physicians in 2012 to 700 physicians today.
#1
Preferred
DMG is now the most preferred medical group among its target audience. In 2012, only 18% of target audience members preferred DMG. In 2015, that number rose to 30%.
$100,000
In Revenue
Today, organic search drives more than $100,000 every month.
144K+
Online Appointments
More than 144,000 users attempted to schedule an online appointment in 2017.
51%
Unaided Brand Awareness

Unaided brand awareness increased to 51% in 2015.

700
Physicians

DMG has grown from 300 physicians in 2012 to 700 physicians today.

#1
Preferred

DMG is now the most preferred medical group among its target audience. In 2012, only 18% of target audience members preferred DMG. In 2015, that number rose to 30%.

$100,000
In Revenue

Today, organic search drives more than $100,000 every month.

144K+
Online Appointments

More than 144,000 users attempted to schedule an online appointment in 2017.

Listen Hub

Listen Hub is how we gather such in-depth statistics about all of our projects. Using breakthrough technology, we sift through multiple channels – social media, blogs, web traffic, search engines, videos and customer relationship management software – to analyze real-time conversations taking place about your brand.
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