Curing A Professional Backache

Dr. Mike the Chiropractor, a.k.a. Dr. Michael A. Schwartz, DC, explains how the human spine works and how to take better care of it, to Emily Anonuevo, host of Rogers’ “In the Know.”

CLIENT

A Toronto chiropractor.

PROBLEM

A Toronto chiropractor needed to re-launch his practice, overcoming the misunderstanding of an increasing negative image of the chiropractic profession. Competition is fierce due to a glut of chiropractors, other health care professionals bad-mouthing the profession, and OHIP has stopped paying for treatments.

While patients generally like their chiropractor, new patients have trouble differentiating one doctor from another, even when referred. When chiropractic services were de-listed by OHIP and insurance assessment fees were capped, it greatly reduced chiropractic and rehabilitation benefits for people with legitimate injuries from car and other accidents.

Complicating the problem, neither chiropractic colleges nor professional associations advocate well on behalf of the profession.

OPPORTUNITY

Turn our client and his clinic into a “personality” by rebranding the practice and gaining media exposure for the doctor where he would explain what chiropractic medicine is and how it benefits patients. We could create a major difference between our client and his competitors.

Reach out to potential patients near the clinic, explaining what chiropractic medicine can accomplish and why this doctor is the one to visit.

DELIVERABLES

The client needed a new brand. It had to be different than those of competitors, non-medical in nature, and be simple, cheerful and memorable.

We created a new website, new corporate identity, and brochures for the nearby consumer and industrial markets on behalf of the doctor. We also launched a major media outreach program.

RESULTS

We developed a marketing communications strategy and created a visually arresting brand that patients loved. We created a website that mirrored the strategy, answering questions such what is chiropractic medicine, how does it work, how can it help patients who aren’t in pain and what does it cost? We produced a new corporate identity package including a logo and letterhead, developed brochures and launched a PR program by placing articles on websites and booking TV appearances.

In less than a year, the doctor’s profile was raised significantly and new patients commented on how his media profile coupled with his website, got them to call his office rather than a competitor.