Formerly known as Cardiology Consultants of North Jersey, Advanced Cardiology Practice went through an entire brand re-positioning. They changed their name, they relocated their practice into a new, state-of-the-art medical building and launched an marketing campaign to coincide with an expansion of their medical staff.
Intending to speak directly to their most likely audience, the 50-plus segment, ACP identified one of their most important motivators, living longer, living healthier and "being there" for those they love. "Be there for those you love" was adopted as their tagline.
This tag served as a positive foundation for all marketing messages. It is reinforced in all the marketing messages. And it is communicated visually through the use of photos showing healthy adults enjoying their grandchildren and taking part in the milestones of family life.
The campaign included launching a new Website, advertising and public relations program, and support literature.
The series of ads for Advanced Cardiology Practice shows the positive outcome of good heart health, people who are enjoying life and "being there" for those they love as the result of proper care and treatment. Target demographic is 50s-plus. In addition to the theme and photos, a common color palette and consistent layout connect all materials as a recognizable brand.
The Advanced Cardiology Website carries the theme, colors and tagline of the ads and printed materials. The site makes use of flash animation to deliver its message and includes a brief musical introduction as each page opens. The site is used to deliver comprehensive information about the practice in a way that is not possible in an ad or brochure.
A new application of vein therapy removes unsightly varicose and spider veins quickly and easily. This new treatment is an alternative to the former surgical removal of damaged veins, which required anesthesia and a recuperation period. New laser therapy is performed in a doctor's office without sedation. Usually requiring only an hour, patients are able to walk away after the procedure with little or no recuperation time.
The new procedure required a different treatment from the cardiology-focused ads. On advertising and materials promoting laser vein therapy, a new tagline is used. "Love your legs again."
Traditional marketing has included print advertising and public relations. An online media campaign includes a paid search ad program, which clicks to a custom landing page, which hosts a video and a form to request additional information or an appointment.
This demonstration video is hosted on YouTube and is displayed on the Advanced Cardiology Practice website. It is a key part of a direct response program using advertising and Google paid search.