The Functional Neurology Center
The Functional Neurology Center is on the cutting edge of healthcare, but their brand was outdated.
Before we could begin to tell the world about The FNC’s world class Brain Health therapies, we had to create a new Brand Identity. Through interviews with key stakeholders I was able to identify what really separated them from the competition—thus creating a pathway for a new brand strategy and brand identity.
Driving Positive Outcomes for Patients and the Business.
+60% increase in brand recall after re-brand
+211% increase in mobile traffic <6 months after site launch
+57% increase in Direct Traffic
+37% increase in Organic Search traffic
+135% increase in search visibility
+35% increase in Facebook followers < 1 year
+65% increase in newsletter sign-ups < 3 months
Consistent 40% open rate, 13% ctr, for weekly newsletters
brand identity
The new Brand Identity is a bright, inspiring and clean design that reflects their tag line “There is Hope.”
We created a full logo set for them and a Brand Styleguide that outlines all of their logo versions, rules, colors
and patterns in one easy to reference document.
Website
The old website was difficult to navigate due to poor content organization, and patients routinely complained about the legibility of the font choices. So we started from scratch and identified the most useful information, creating clear and organized content buckets to get them the answers they needed, faster.
Also, because the client base has trouble with computer screens due to their brain injuries, it was important to ensure the layout was simple, clean and high contrast. Repeating module layouts make sections feel familiar while helping users scan the page to find the information they want.
brand film
With a new identity in place we were able to put it all to work and sharing their unique message with the world through a Brand Film.
video content
The film was just the beginning.
While on location we also captured content for an educational video library, photography library, social media content and long form interviews with former patients for the new website, YouTube channel and social media profiles.
BRAND PHOTO LIBRARY
Social media designs
educational campaigns and feel good content designed after in-clinic wall graphics.
email marketing & Newsletter
Email marketing remains the best and most effective method of attracting and retaining customers. It is also the only marketing channel that can directly move your customers through every stage of the value journey.
For the FNC we adopted the email automation platform to create three automated email campaigns. These campaigns each had a specific goal:
Drive consultation sign ups
Post-consultation service bookings
Service appointment onboarding
Once implemented, these three campaigns reduced office staff time spent on the phone by 70% in the first month. They received more consultations and onboarded new patients faster than ever. Allowing them to focus on other administrative tasks.
To engage existing and former patients, we also implemented a weekly newsletter. We quickly grew the list by 35% in the first month and these newsletters have become a core tool for re-engagement and drive an additional 30% in revenue each month.
