Tenet Florida Physician Services is a division of Tenet Health, an expansive healthcare network made up of 80 hospitals, over 200 outpatient centers and 36,000 affiliated physicians. The multispecialty physician group has provided medical care to the South Florida tri-county area since 2007.
When TFPS first approached Wax, their initial challenges were branding and promotion: how to build their identity while ensuring maximum ROI with every dollar spent. Over time, other client challenges and needs included marketing new physician office openings and encouraging audience engagement.
Wax Custom Communications embarked on an in-depth research and discovery process that examined service line trends, market share by ZIP code, competitive spending and consumer perception to fully understand South Nassau’s position in the market. Based on these findings, Wax unveiled a new logo, tagline, color scheme and brand identity to the public, using all media channels to communicate their award-winning, cutting-edge programs and thus increasing their social media and digital ROI.
Wax Custom Communications addressed TFPS’s initial challenges with a comprehensive analysis of low-cost, effective marketing options to build the client’s brand. After intensive marketing research, Wax identified the best channels for delivering a compelling, cost-effective strategic branding campaign. This research-driven approach extended to marketing new physician offices as well.
With regard to audience engagement, Wax Custom Communications and TFPS partnered on a number of projects, including a bariatric surgery campaign to encourage patients to explore – and ultimately elect – the procedure. This specific project saw Wax Custom Communications creating webinar content in both English and Spanish, spearheading practice runs with doctors and overseeing final recording.
To promote the webinars, Wax Custom Communications employed a strategic media buying approach that focused on mobile apps such as Pandora. Targeted email blasts also helped push the webinars to prospects.