Goal
Despite spending a minimum of $1,500 per month on Google AdWords, media fees and management for a number of years, CORE experienced minimal return on investment. With the number of new patients growing stagnant, CORE approached Unfussy with the initial ask of an updated website.
Situational Analysis
Given the fact that tremendous bias against chiropractic care exists throughout the medical profession, and that a large portion of the public are also weary and distrustful of chiropractic for preventative care, it was imperative that CORE Wellness and Chiropractic look to build relationships with both potential patients and local medical practices to educate and inform as to the health and wellness benefits of chiropractic care.
Driving this rebrand initiative, the following questions were proposed: Deep in your core, how would you be moved if you found yourself unbound by the limits of health and wellness? And deep in your core, would you find the nerve to rise to any occasion if there simply were no limits?
Unfussy Recommendations
Regardless of the prevailing stigma and bias against chiropractic care, studies indicate that patients consistently express more satisfaction with chiropractic care than with other forms of treatment. A primary goal of brand building efforts was then quickly identified as the placement of a greater emphasis on education and attraction to all those who would benefit from the holistic chiropractic, physiotherapy and massage care to be had at CORE – accurately conveying the professionalism, effectiveness and authentic position of CORE doctors and practitioners as industry and thought leaders, positive change agents and health and wellness handlers.
From world supporters to world-beaters, what we, as the reactionary masses, need more than a spinal adjustment is an attitude adjustment. We need to loosen up. What we require is nothing short of enlightenment; sure to not just educate, but to touch a nerve, stir our souls and shake us to the core. In this core, audiences will find their centre of wellness and new definitions of health and healing as living well in body, mind and spirit.
Output
- Strategic Company Direction and ReBrand development
- Internal and external communications strategies
- Messaging Platform development
- Visual Identity (logo) system creation
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Ongoing marketing collateral design and development
- Social Media and PR content creation
- Signage design and production
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The rebrand initiative was fed by extensive internal and external research, including leadership and staff workshops, SWOT, and discovery sessions, and online surveys.
Outcomes
Recognizing value in a rebrand and the creation of targeted marketing campaigns focusing on brand awareness and conversion, the doctors and staff at CORE quickly embraced change and new found invigoration and inspiration. Post launch, the number of new patients dramatically and steadily increased to the point of clinic capacity, resulting in the cancellation of their AdWords spend due to the effectiveness of other marketing channels. The practice has since expanded beyond its original geographical focus within the City of Sherwood Park, AB with a new location now open in Fort Saskatchewan, AB.
Testimonial
“Working with Unfussy was the best decision we could have made.”
Lindsay Pilling
Administrator, Core Wellness & Chiropractic
