overview

Dermatology & Skin Surgery Associates (DSSA) came to VIA Marketing with specific goals in mind.

• DSSA wanted to establish a brand for their practice
• DSSA wanted to increase the number of clients in the 40 - 60 year-old age group. They felt this market had the most growth potential for people seeking cosmetic dermatology services.
• DSSA wanted to know if they needed to expand their market into another area.
  
  

research

Before any of these issues could be addressed, VIA Marketing felt it necessary to better understand the client’s current situation. Using both primary and secondary research, VIA Marketing was able to pinpoint strengths, problems and opportunities for DSSA.

primary: DSSA provided VIA Marketing with raw data concerning their current patient load. When organized into an understandable and usable format, the research showed:

• More then 40 percent of the current patient load was made up of women and men under the age of 21 and over 60 years of age.
• Just over 30 percent of the current patient load was male.
• Forty-five percent of current patients came from an area bordered by US 30, I-294 and I-55.

secondary: Using secondary research, VIA Marketing looked at national trends in dermatology and cosmetic surgery, ad spending trends, and demographics for the communities surrounding the client’s place of business. This research showed:

• Providing dermatology patients with cosmetic dermatology treatments and techniques is a growing trend.
• The ad budgets of comparable businesses were 0.5 percent of sales and 0.7 percent of margin.
• A large population of women in the 40 - 60 year-old age group exists within a 10 mile radius of DSSA’s office.
  
  

outcome

Based on research, VIA Marketing provided DSSA with the following:

• A branding statement, “Perfecting, Protecting Your Appearance,” was developed. This brand defines DSSA as a practice that offers services beyond the standard dermatology procedures of treating acne and skin cancer.
• A letterhead package (including appointment cards) and a pocket folder was created. All pieces have a coordinated appearance and incorporate the branding statement.
• Inserts to be used with the pocket folder were created. These inserts not only showcase DSSA’s services but also serve to educate patients about the procedures.

conclusion

By using solid research and facts instead of relying on assumptions and beliefs, VIA Marketing showed DSSA how to spend their marketing budget effectively and plan their activities more effciently. VIA Marketing identified a large, untapped market within close proximity to DSSA’s office which meant they did not need to expand to grow the practice. And, by creating a branding statement and brand, DSSA is portrayed as a practice which offers the kinds of services clients are looking for today.