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Spectrum Health Medical Group (SHMG) has grown from 82 employed providers since its founding in 2009 to more than 1,600 today. As the largest multi-specialty medical group in the region, SHMG provides care in more than 110 adult and pediatric areas.
With practice locations throughout a 13-county service area, SHMG is considered to be the market leader in primary and specialty care.

Spectrum Health Medical Group  Client Profile

Communications Strategy Supports Growth

SHMG continually embraced their exponential growth in large part because it relied upon a comprehensive communications strategy to help position their newly integrated providers and medical practices for success, while also quickly acclimating new staff within a large academic health system.

The Partnership

ddm was engaged as a multi-year partner with the medical group’s physician leadership and internal communication team to provide strategic direction and support in several key areas that include

  • Internal/external communications
  • Internal awareness and referral growth
  • Practice support and growth
  • Patient acquisition
  • Physician onboarding and integrations
  • New facility and practice openings
  • Digital and SEO efforts
  • Provider satisfaction and retention

Increasing Internal Referrals

Given the medical group’s rapid growth, opportunities existed to improve internal referrals amongst its members. In recent years, many of the current SHMG providers were considered to be “competitors” in the market. However, with ongoing integrations into SHMG, the time was right to have providers begin to “meet” their new partners and start establishing a positive shift in referral patterns and decrease significant internal referral leakage.

Developing a Sports Medicine Program

The launch of a new sports medicine program provided ddm the opportunity to showcase the unique skills and training of SHMG specialists. Several comprehensive consumer campaigns were developed that led to a significant increase in market share and awareness, and also helped form long-term professional, athletic and corporate partnerships.

SHMG Sports Med GR Press Ads

SHMG GRFC GR Press Ad

SHMG GRFC Outdoor Billboard 1

Enhancing External Awareness


Studies had shown that consumers placed a significant premium on the Spectrum Health brand. As such, it was important to quickly brand newly acquired and integrated physician practices with the established SHMG identity. Through a series of regular print and digital ads, new physicians were welcomed into the group, creating additional awareness amongst current and potentially new patients, and further establishing SHMG as the area’s largest—and most comprehensive—multi-specialty medical group.

SHMG West Michigan Heart Outdoor Billboard

SHMG GR Press Ortho Ad

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