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Spectrum Health Medical Group Physician onboarding + promotion

Challenge

As a result of aggressive recruiting and practice acquisition efforts, the medical group onboarded nearly 100 new providers annually. Annual perception studies had shown that consumers placed a significant premium on the Spectrum Health brand. Knowing this, it was important for the health system to quickly brand newly acquired and integrated physician practices with the established SHMG identity.

Solution

Through a series of print, social, and digital ads, new physicians were introduced into the medical group, creating additional awareness among current and potential new patients, further establishing SHMG as the area’s largest—and most comprehensive—multi-specialty regional medical group, with open access and convenient care locations. In addition to ongoing marketing campaigns, a significant PR and media relations effort was also undertaken to build awareness and trust with potential patients throughout the region.

Result

Successful patient acquisition results were achieved for providers in several specialties, including primary care, neurology, orthopedics, sports medicine, and cardiology. New patient appointments and patient inquiries increased throughout the duration of the campaigns, with many providers quickly reaching projected wRVU targets.

Our partnership with SHMG seamlessly integrated a variety of marketing services and tactics. From our initial strategic planning and creative development to media placement and analysis, our health care team developed a trusted relationship with the physician leaders and corporate marketing staff. Together, we celebrated many successes and client wins for physicians of SHMG.
Services used:
  • Marketing + Communications Strategy
  • Content + Communications
  • Branding + Design
  • Media Planning + Buying
  • Web + Apps
During its partnership with ddm, Spectrum Health Medical Group (SHMG) had grown from 82 employed providers since its founding to more than 1,800 today. As the largest multi-specialty medical group in West Michigan, 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.
Outdoor advertising
Outdoor advertising
Print advertising (physician promotion)
Print advertising (physician promotion)
Print advertising (orthopaedics)
Print advertising (orthopaedics)
Related Work
Spectrum Health Brand strategy
Community Health Centers Increasing brand awareness
Articles + Ideas
2021 Digital Healthcare Report: Patient Perspectives
Is digital healthcare a revolution or an evolution? Our exclusive research reveals what Midwest healthcare consumers think about digital healthcare and how the pandemic influenced their preferences.