BREATHING
NEW LIFE INTO
AN OLD BRAND.

What We Did

Brand Revitalization
Website Design
Multi-Channel Advertising
Social Media
Reputation Management
Paid Search
Organic Search
Videography/Photography
Content Strategy
Print Design
Email Marketing

Brand Revitalization
Website Design
Multi-Channel Advertising
Social Media
Reputation Management
Paid Search

Organic Search
Videography/Photography
Content Strategy
Print Design
Email Marketing

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.

The Problem

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.

Our Solution

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: 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.

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