The Challenge
Dr. Annabelle Garcia, a board-certified dermatologist, was ready to rebrand her practice to highlight the quality of service and patient satisfaction. Taking into consideration the new identity she wanted to create, she turned us, Haute in Texas Public Relations, to lead her through the rebranding process of Sonterra Dermatology. This would ensure gaining new clients while holding on to established ones by emphasizing experience in the field, patient success stories, and personalized care.
The PR Approach
- Brand Development: Established the end vision regarding branding, color palette, and overall look and feel in a way that would resonate with the target audience.
- Expertise: Emphasize Dr. Garcia’s expertise and successful patient outcomes of the practice.
- Personalize Care: Emphasize how the practice offers a more personalized approach to dermatology, setting the organization apart.
- Real Testimonials of Patients: Create trust by publishing and sharing patient testimonials.
- Production and Distribution of Educational Content: Engage, educate, and nurture both new and current clients using high-quality and relevant content.
The Application
– Brand Vision and Design: One of the first things we did with Dr. Garcia was to hone the brand’s vision and visual identity and really nail down this message.
– Content Creation: A content program that would begin to tell the stories of the success of the patients and the personalized, collaborative approach of the practice.
– Media Outreach: Engage with media to secure coverage and publicize patient testimonials/educational content.
The Results
Within a single month, we secured for our clients:
– 7 Pieces of Coverage: Securing media placements in reputable outlets.
– 2.68 Million Estimated Views: Generating significant exposure for the practice.
– 519 Million Combined Audience: Reaching an extensive and diverse audience.
– 131 Combined Engagement: Driving interaction and engagement with the rebranded content.
Dr. Annabelle Garcia, Sonterra Dermatology owner and certified Dermatologist, said:
“We were in a stage where we needed more creativity and innovative marketing, to reach more people and a larger audience. It was time for a fresh update on our marketing and brand and the HIT PR team was so instrumental from the beginning.”
The Overall Transformation of the Brand
It was through our strategic rebranding campaign that the Sonterra dermatology practice was transformed into its brand, matching the quality of care and satisfaction of patients. We did not just help gain new clients by sharing stories of real patients and useful educational content but built credibility with current patients of the practice. This case study can bring out the strength of a well-executed rebrand in raising a business’s profile to guarantee long-term success.
