DuPage Medical Group Zehnder Case Study
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.
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.
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.
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.
Unaided brand awareness increased to 51% in 2015.
DMG has grown from 300 physicians in 2012 to 700 physicians today.
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%.
Today, organic search drives more than $100,000 every month.
More than 144,000 users attempted to schedule an online appointment in 2017.