Case Study

Creative Strategy & Graphic Design, Brand Strategy, Brand Development, Integrated Marketing, Audience and Landscape Research, Digital Marketing Strategy, Content Writing, Content Strategy, Traditional Marketing, Billboard, Direct Mail, Print, Video Production & Business Advisory

Brand Strategy Results

One of my proudest achievements was taking private equity-owned NEC from bankruptcy to profitability and mergeability over five years. I worked directly with senior executives and private equity partners to prove increased patient volume and profitability, while also positioning the organization as a trusted resource for healthcare information during a pandemic—with a special focus on rural areas.

Integrated Marketing Results

3X reduction in cost per click + 60% conversion rate year-over-year increase of 2.3 average daily patient visits

Because healthcare isn’t a trackable online purchase, we tracked patient intent using call tracking and direction link clicks, as well as using device ID tracking to record in-person foot traffic. Over the course of 10 months, we saw growth in every metric tracked - traffic to the website, calls to centers, clicks for directions, ad clicks, conversion rates, and more. We also saw a reduction of $1 in cost per conversion.  

In addition, there was a 3x reduction in the cost per click, while growing the conversion rate to 60%. But the most telling successes came in the results: Neighbors Emergency Center saw on a business level - a year-over-year increase of 2.3 average daily patient visits and 815 tracked patient visits over 2 months (people we know were served an ad and then made a visit to a location).

Challenges - Individuals avoided healthcare facilities due to COVID out of fear.

We refreshed the Neighbors color palette, photography style, and brand elements to align the brand more closely with the clean, relaxing centers and friendly, caring patient experience. 

Messaging was updated to tell the story of the patient experience at a Neighbors Emergency Center through testimonials, community education, and brand storytelling. 

To combat a previous period of limited advertising, our goal was to raise awareness about Neighbors’ services through a variety of channels as quickly and efficiently as possible with a comprehensive integrated media plan.

We audited the website and then executed a plan to increase the SEO value and improve the patient user experience, focusing on the areas we could create the largest impact - the individual center locations pages.

Account Team

Designers (3) digital marketer (1) web developer (1) account manager (3) operations & chief of staff (1)

The Tassel | When all the threads come together as one!

Team Overview

• Chief Executive Officer - Main point of contact and Strategic Partner

• Head of Hospital Systems

• VP of Marketing

• Marketing Coordinator

• Chief Financial Officer

• Private Equity Senior Leaders Economic Growth