Looking to shift the focus off their doctors, a trio of medical clinics in the northwest quadrant of Minneapolis/St. Paul recently completed a comprehensive rebrand which included a name change from Northwest Family Physicians to Northwest Family Clinics (NFC).
During the rebrand process, Mercury discovered the clinics and their staffs considered themselves “a family that focuses on families.” They wanted to take a broader view of medicine – to interact not only via day-to-day procedures and routine encounters but to connect in ways that enhance the quality of life of each of their patients. They call this their Whole Life Care philosophy, and they wanted it to shine through on their site.
The intuitive, user-friendly site offers visitors convenient features like online bill pay and an appointment scheduler. It also integrates SEO and SEM to drive traffic and deliver the best ROI.
A mobile-friendly user experience designed around patients
Designed with the user in mind, a warm and visually rich, responsive website utilizes custom photography to capture the inviting atmosphere of the clinics. It highlights the caring doctors and staff and makes it easy for patients and prospective patients to find NFC’s three clinic and two urgent care locations.
Video entices prospective new docs
In addition to a fresh new brand identity, Northwest Family Clinics was in need of some new doctors of family medicine to join the team at their growing clinics. An up-close-and-personal video with current doctors and staff allows potential doctors to get a flavor for the working environment and family vibe of the clinics and highlights the abundant recreational and cultural offerings of the area.
It worked: The number of applicants rose quickly, and Northwest Family Clinics are poised to welcome two new doctors into the fold. There is another starting in 2019, and the clinics are on track with their hiring goals. Perhaps more important, though, is that the video has produced a larger pool of candidates from which to select the ideal doctors to provide the Whole Life Care that defines the renewed Northwest Family Clinics.
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