In the competitive landscape of dermatological services, strategic partnerships and effective branding are crucial for growth and patient engagement. A notable example is the collaboration between U.S. Dermatology Partners (USDP) and Evans Dermatology, which showcases how targeted public relations (PR) and rebranding efforts can drive expansion and enhance market presence.
Background
Evans Dermatology, a reputable practice in Austin, Texas, sought to expand its reach and services. To achieve this, they engaged Bloom Communications to spearhead PR initiatives aimed at attracting new patients and increasing brand awareness. This partnership laid the foundation for subsequent growth and development.
Acquisition and Rebranding
Recognizing the potential for broader impact, Evans Dermatology was acquired by U.S. Dermatology Partners (USDP). This acquisition necessitated a comprehensive rebranding strategy to unify the practices under the USDP umbrella while preserving the trust and recognition Evans Dermatology had established. Bloom Communications was entrusted with this critical task, leveraging their expertise to ensure a seamless transition.
Strategic Initiatives
The rebranding process encompassed several key components:
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Integrated Communications Campaign: Prior to the acquisition, Bloom implemented a multifaceted communications strategy for Evans Dermatology. This included media relations, press releases, and thought leadership pieces designed to position the practice as a leading provider in dermatological care. These efforts not only attracted new patients but also enhanced the practice’s reputation within the medical community.
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Website Redesign and SEO Optimization: Understanding the importance of a strong online presence, a new website was developed featuring user-friendly navigation and optimized content. This redesign improved search engine rankings, making it easier for potential patients to find and engage with the practice.
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Comprehensive Rebranding Strategy: Following the acquisition, a cohesive rebranding plan was essential. This involved:
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Internal and External Messaging: Crafting clear and consistent messages to communicate the merger’s benefits to both staff and patients.
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Brand Naming and Visual Identity: Developing a unified brand name and visual elements that reflect the combined strengths of USDP and Evans Dermatology.
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Co-Branded Rollout Strategy: Implementing a phased approach to introduce the new brand, ensuring a smooth transition and minimizing patient confusion.
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Company Values Statements: Articulating the core values and mission of the newly formed entity to align team members and inform patients of the practice’s commitment to quality care.
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Public Rebrand Announcement: Coordinating announcements across various media platforms to inform the public and stakeholders about the acquisition and rebranding.
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Supporting Collateral Development: Creating brochures, business cards, and other materials reflecting the new brand identity.
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Outcomes
The strategic efforts yielded significant results:
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Media Coverage: Over 20 placements in local, regional, and national media outlets were secured, generating more than 137 million impressions. This extensive coverage enhanced brand visibility and credibility.
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Publicity Value: The media exposure translated to an estimated value exceeding $1.6 million, underscoring the effectiveness of the PR campaigns.
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Market Position: USDP emerged as the second-largest dermatology practice in the United States, a testament to the successful integration and expansion strategy.
Client Testimonial
Jeanne Cunningham, Chief Marketing Officer of U.S. Dermatology Partners, praised the collaboration:
“We hired Bloom to earn third-party validation to highlight our mission, vision, values, standard of care, expertise, and business savvy as a patient-focused, physician-owned practice. Their work securing media coverage helped us increase awareness for new patient acquisition and physician recruitment efforts. We enjoy working with Bloom because they are diligent, trustworthy, and responsive. We would highly recommend them to any organization looking to boost their communications strategy!”
Conclusion
The partnership between U.S. Dermatology Partners and Evans Dermatology exemplifies how strategic PR and rebranding can facilitate successful mergers and expansions in the healthcare sector. By focusing on clear communication, cohesive branding, and media engagement, practices can enhance their market position and better serve their patient communities.
