SITUATION
- The Society’s member numbers were declining, because membership was not providing value in terms of driving patients to practices
- Both physicians and consumers were interacting with one web site, www.surgery.org, so messaging was mixed and user pathways were not clear
STRATEGY
- Create a consumer-facing brand for the society to empower consumers with knowledge to make more informed intelligent decisions about cosmetic surgery and medicine
- Take existing information about procedures on surgery.org and reformat / re-purpose it for consumers
- Add elements to help consumers prepare for an initial consultation or procedure and enhance the “Find A Surgeon” function on the new site
SOLUTION
- Working with the Noe & Company agency, Lockhart & Associates (Brand Excelerator’s parent company) took the surgeon marketing task force through the Brand Excelerator® process
- The brand name and tagline developed were Smart Beauty Guide – Your Expert Resource for Cosmetic Medicine and Surgery. The campaign slogan was “Knowledge is a Beautiful Thing.”
- The team crafted recommendations for the campaign, including the web site, a set of branded collateral materials, ads, presence and digital marketing
- The team developed new photography and video assets, as well as all campaign elements
RESULTS
- The brand was launched at The Society’s National Meeting in 2013 and hailed as a great success
- The collateral materials set records for sales to member surgeons for their practices and the campaign is a major profit center for The Society
- The web site launched in Fall 2013
www.smartbeautyguide won a National PR News Non-Profit Award, and the marketing campaign won an honorable mention