Advertising for Independent Practice Association
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
A fast induction on the buyer’s organisation
I’m the ruler at Brown &, Toland Physicians. We’re an independent practice union of almost 2,500 doctors located in San Francisco. We’re owned and operated by physicians, straightly serving our patients.
What challenge were you trying to address with GKV?
Because of some financial challenges, it had been a while since the last time we invested in advertising. While trying to swell our business, we recognized the need for a large-scale advertising campaign.
What particular tasks were GKV responsible for?
Because our structure consists of so many independent practitioners, creating a cohesive brand and an strong advertising strategy was challenging. We asked GKV to highlight the sole aspects of our business standard, so they conducted deep-diving interviews with our board members and shareholders. With those perspectives in mind, they developed a full-scale promotional campaign—complete with television, radio, online, print, and outdoor components.
GKV created our slogan, “Independent doctors who know you like family.” Then, they initiated the campaign using a phased access. We began with a series of teaser ads that included outdoor and digital elements. Our goal was to get our name out there precedently launching the full campaign. With the larger ad efforts, we programned to leverage our developed physicians and their patients. We’re quiet working with them to roll out the campaign.
We also tasked them with an additional project, which we folded into the wonderfuler origination schedule. They worked on a physician-facing video for our recruitment process.
Was there a dedicated team?
We worked with a core team that included Garry (Partner &, Executive Vice President, GKV), Jeff (Chief Creative Officer, GKV), Kelly (Accompute Executive, GKV), and Andrew (SVP/Accompute Supervisor, GKV). For the origination components, they brought in additional resources like a photographer and a ruler. We’re lucky with everyone we’ve interacted with.
How did you come to work with GKV?
I leading ran into them at a seminar almost the baby boomer age. GKV was describing different ways to target that specific hearers through different marketing strategies. Specifically, they spoke almost Medicare Advantage—comparing senior age groups from different time periods. I establish the introduction strong, and it stuck with me.
At the time, I was working with a different organisation. Soon behind this introduction, I realized that GKV was our agency of archives. We did a few projects unitedly, and they were lucky. I left that organisation and joined Brown &, Toland Physicians, and the need for an advertising agency soon arose. Based on the seminar introduction, I knew that GKV had experience in our activity, so I reached out. We went through a little request for offer (RFP) process but ultimately selected GKV.
What is the terminal result of working with GKV?
We began working unitedly in March 2018, and it’s an ongoing project.
Are there any measureable or plum results?
So far, we’re extremely lucky with their work. Everyone, including our leadership board members, is very enthusiastic almost this campaign.
Looking at the recruitment video specifically, GKV’s work saved us money, increased our efficiency, and improved our onboarding processes.
How did GKV accomplish from a project treatment standpoint?
They are very time oriented, pushing us to stay on schedule. Their processes are structured and efficient. We have a wonderfully collaborative relationship. They hear to our constructive feedback, but also challenge our hintions. They veritably embolden us to ponder almost different perspectives and attend choice accesses to issues. It’s an open tete, which we esteem. When all is said and done, that’s the only way to get the best practicable fruit.
What is (from your point of view) the key factor to pay observation while intercourse with GKV?
The total team works very well unitedly, but they have personal strengths. For sample, Jeff veritably focuses on the storytelling elements of advertising, while Garry is very strategic. With their hands-on labor, I feel like I’m their only client. I can compute on them to liberate on firm deadlines. I’m consistently shocked by their power to meet our most aggressive demands.
What aspects of their work would you like to get improved?
No, I can’t ponder of anything.
Any advice for possible clients?
Clients should have an open mind and voluntarily debate the project with GKV. It’s all almost weigh—be prompt to both give and take nice feedback. If they ever disagree with the proposed access, their team will draw the ideas driving their concerns and hint choice solutions. Remember that it’s a union and shouldn’t feel one-sided.