• HOME
• |
• THE WEISE IDEA
• |
• PORTFOLIO
• |
• SOLUTIONS
• |
• OUR STORY
• |
• CONTACT US

+

Planning

With six on staff, The Midwifery Group at Swedish (MGS) prides itself on its small size because it allows them to give their patients intimate care. They know their patients by name and face and stay with them throughout the duration of care. MGS believes every woman is unique, that a woman’s goals mirror the goals of the family, and that midwives are guides as patients make informed decisions during their childbearing journey. Though the clinic held such a strong sense of who they were they had yet to established themselves in the realm of advertising and marketing. Weise developed a brand that suited them perfectly.

During the strategic planning stage, Weise came up with the idea of creating a series of seminars, led by MGS midwives, for women who were newly pregnant or thinking about becoming pregnant. Most OB physicians will not see women for prenatal care until they are seven-to-eight weeks along. However, during this time period women, especially first-time moms, often have a lot of questions and concerns. The idea was to get these women into the facility and speaking with a midwife. The midwifery clinic will see women at any time during their pregnancy so appointments can be made on the spot, even if they are just a few weeks pregnant.

Goals

•    Develop a brand identity that reflected the goals and personality MGS
•    Develop seminars to get potential patients interested in the practice of midwifery
•    Increase MGS’s patient volume
•    Create a compelling advertising campaign that supports the seminars and builds the brand

Implementation

MGS had an established logo, but needed more to get their message across. Weise began developing their identity package complete with a positioning statement and a tagline as the foundation for cohesive messaging. Next, we developed posters and newspaper ads to launch three separate seminars as part of a series. Follow-up direct mail marketing was initiated for the attendees of each seminar, thanking them for their attendance and inviting them to the next seminar in the series.

Results/Evaluation

•    MGS received 8-10 calls for additional information as a direct result of the posters and newspaper advertising for each seminar.
•    The follow-up direct mail, as well as the second and third ads, increased seminar attendance by 200% from their first seminar.
•    By the end of the seminar series, 100% of those who attended became MGS patients. These patients brought in revenue three times the cost of the advertising.