NEW LIFE INTO
AN OLD BRAND.
Silver: Cross Platform Integrated Campaigns – Integrated Brand Identity Campaign – Local
3rd place: Best Strategy to Grow Digital Audience
What We Did
Providing medical services specializing in 10 different specialties, Pinehurst Surgical Clinic needed assistance with keeping their branding and communication with patients cohesive amongst all departments.
Pinehurst Surgical Clinic, lauded as North Carolina’s #1 specialty clinic, has served patients in the Sandhills for almost 75 years. However, because of close operational ties with the local hospital system, PSC’s brand as a distinct entity is oftentimes lost on local residents. Patients in the area would frequently seek care from university hospitals hours away, even though Pinehurst Surgical Clinic is equally, if not more, suited to meet the need.
First Flight facilitated a decision-making process with the practice’s leadership to restore the term “Clinic” to all marketing materials. This simple tactic gave the practice a tangible sense of place, rather than a discipline that could be executed anywhere. A new tagline, “Truly Specialized Surgical Expertise,” was created and implemented across multiple marketing materials. The tagline, coupled with an iconic visual, helped differentiate Pinehurst Surgical Clinic and its expertise from other regional facilities.
Pinehurst Surgical Clinic originally had one main website and various offshoot sites for individual practice areas and doctors. The doctors felt they did not accurately reflect their departments on the main site. PSC needed an updated site that showed current and potential patients all they had to offer. With multiple departments, locations, and many providers, First Flight had to consider how to get the patient the information they needed quickly and easily.
Pinehurst Surgical Clinic: Videos
To showcase the providers and essence of Pinehurst Surgical Clinic, FFA shot a series of physician specialty spotlight videos for use on the clinic’s social media and website. With careful planning and direction under FFA’s production team, physician interviews, combined with imagery of high-end medical technology and patient interactions, ensured the finished products accurately reflected the clinic’s expertise and patient-focused atmosphere.
Pinehurst Surgical Clinic: Advertising
Working with each of the clinic’s 10 departments, First Flight developed universal brand guidelines and individualized departmental marketing plans. These initiatives eliminated off-brand communications while allowing departments to manage their individual efforts. Leveraging the established brand guidelines, First Flight developed a full slate of cohesive advertisements with consistent branding and messaging.
Pinehurst Surgical Clinic: Social Media Campaign
Pinehurst Surgical Clinic is a bustling center of activity. Social media was the perfect platform for them to channel information, as their reach is a wide one in the state. Between welcoming new providers, events, and community outreach, there is something new at every turn, so frequent posting was necessary. FFA worked to create engaging messaging with a voice that reflected the professional yet approachable atmosphere of Pinehurst Surgical Clinic.
Pinehurst Surgical Clinic: Virtual Pregnancy Fair
When COVID-19 threw a wrench in Pinehurst Surgical Clinic’s popular annual pregnancy fair plans, they pivoted with a virtual week-long event in its stead. FFA created a series of social media posts packed with information. Fresh and inviting visuals helped promote and maintain interest for the week-long event.