Community Choice Pediatrics
From confusion to clarity and continuing our partnership: Unifying three pediatric practices into a single brand
Scope of Work: Brand Positioning. Brand Identity. Name Development. Domain Name Research. Trademark Research. Marketing Strategy. Website Design.
The Challenge: Create a unifying brand for three separate pediatrics practices.
Our clients, Lee’s Summit Group Pediatrics, Raintree Pediatrics, and Blue Springs Pediatrics, operated as a group with distinct names and visual identities. The nationally known Children’s Mercy Hospital in Kansas City, MO, approached the group to become an affiliate, which would enhance its credibility in a crowded market of dozens of pediatrics practices.
The pediatrics group was concerned that Summit Pediatrics, another practice already affiliated with the children’s hospital, could confuse the public. Adding to the confusion, Summit Pediatrics’ domain name, leessummitpediatrician.com, was similar to the practice name of one of the group’s offices, Lee’s Summit Group Pediatrics.
Our client’s website represented the three pediatrics offices and an adult internal medicine group called Lee’s Summit Physicians. Each of the offices had their own logos and color schemes. It’s no surprise branding needed to be clearer!
The Ah-ha Moment: One name and brand to represent the diverse, growing practice – Community Choice Pediatrics.
Brenits Creative’s solution was to separate the internal medicine and pediatrics groups and create a new unified pediatrics brand.
After our thorough brand positioning and values development process, we curated and facilitated multiple rounds of naming choices. Our team focused on names emphasizing community, reflecting how the practice serves the local area and surrounding neighborhoods and how medical practitioners work together to care for their patients.
We developed names embodying collaboration and neighborhood to capture that sense of it takes a village. Our client loved the winning name and tagline — Community Choice Pediatrics. Healthier together. — because they represent public trust, family, services, and collaboration.
The new name and visual identity amplified the affiliation with Children’s Mercy Hospital, positioning the practice as the best place in the Kansas City metropolitan area for pediatric medical care for the whole family. (Experience tells us a crystal clear name is often the key to success in business rebranding!).
Community Choice Pediatrics (CCP) credits the rebrand with an almost 20% growth in revenue. What’s exciting is that CCP has even more opportunities to grow its business — and we’re continuing our partnership.
We advise CCP on strategy and key tactics to keep its marketing efforts consistent and relevant to their target patients. Specifically, our team recommended a new approach to social media marketing and targeted ads in local publications, including school yearbooks and “welcome to the community” publications.
Our primary contact, CCP’s Chief Operating Officer Chad Fletcher, sums up his positive experience with Brenits Creative in this way:
Andy Brenits walked us through the rebranding process from start to finish. We followed his firm’s thoughtful structure, which included an initial discovery process requiring our team to really think about what our offices stood for!
My aha moment was seeing our new logo and search-optimized website and knowing all the work everyone put into it. It made the entire process so meaningful — and, before I knew it, everyone on staff was asking for t-shirts with our new logo and name!
Our practice has more initiatives coming up, including new specialty-care areas (an internal lab, wellness center, weight clinic and more), so it was a no-brainer to continue our partnership with Brenits Creative!
“My aha moment was seeing our new logo and search-optimized website and knowing all the work everyone put into it. It made the entire process so meaningful — and before I knew it, everyone on staff was asking for t-shirts with our new logo and name!”
– Chad Fletcher
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