One of our specialties at Lenz is designing innovative new logos for our clients. Here are a few of our favorite healthcare logos we’ve developed over the years. Enjoy!
It was an incredibly busy pollen season for Atlanta Allergy & Asthma – both in terms of serving patients but also in terms of the practice’s presence in the media, highlighting its expertise as a leader in its space.
Perhaps no day demonstrated that better than April 9, when the pollen count hit 6,152 – the fifth-highest count on record since Atlanta Allergy began compiling them in 1991.
Fortuitously, WSB-TV meteorologist Katie Walls had reached out to Lenz nine days in advance of April 9 for an occasional science segment that she reports. She had expressed initial interest in doing such a segment at a previous visit to Atlanta Allergy’s East Cobb office in March for a story on the start of pollen season.
Walls and her cameraman met us at Atlanta Allergy’s Kennestone office at 5:10 a.m. The Atlanta Allergy pollen collectors showed how they perform the count and gave WSB great visual images of the pollen spores under the microscope, which the Atlanta Allergy team projected on a computer screen.
After several hours of reporting – and waiting for the count to be finalized while imbibing copious amounts of coffee – the team moved to Atlanta Allergy’s Northlake location to interview Dr. Lily Hwang. In setting up the piece, Walls had expressed her strong desire to speak to an allergy sufferer.
Lenz set her up with one of Hwang’s patients, 10-year-old Samantha Manasso, who also happens to be the daughter of Lenz media relations manager John Manasso.
The piece aired in the 5 p.m. hour that day. Atlanta Allergy ended up getting three separate media hits from it, as it also aired during the 11 p.m. hour and again early the following morning.
Previously, in March, the pollen count also kept Lenz and Atlanta Allergy on their collective toes. After several weeks of closely monitoring the pollen counts through the late winter months, the public relations staff arrived early on Monday, March 16, expecting to send our first alert of the spring to local media.
The pollen count reached 188 that morning – in the “high” range, as deemed by the National Allergy Bureau (NAB). It marked the seventh day of the month that the count was in the high range.
The Lenz team put previous weeks of planning – updated media lists and sample language for a media alert – to work and quickly sent out our email to the media. We received our first nibble that day, as WSB Radio’s Sabrina Gibbons requested an interview with AA&A’s Dr. Stanley Fineman, a past president of the prestigious American College of Allergy, Asthma & Immunology.
The next day, we entered the office to see in our inbox that pollen count had essentially maintained itself at 187 and that the website of local television station CBS46 had requested permission to embed the AA&A website into its own for purposes of showing the pollen count. It’s important to note that AA&A is the only local provider of the pollen count as certified by the NAB.
Granting permission expanded Atlanta Allergy’s reach to more prospective patients. Web users can simply click on the link to make appointments directly with AA&A.
On Wednesday, the pollen count exploded. It soared to 1,793 into NAB’s “extreme” range, prompting Rachel Cushing wisely to decide we should send out another media alert. Using the language from Lenz’s email alert, AJC.com quoted John Manasso in Mike Morris’ 197-word story. A shorter version appeared in print.
The Gwinnett Daily Post called and we set them up with Dr. Judy Nam, who practices out of the county’s Hamilton Mill and Snellville’s offices.
The biggest news of the day came at 1:29 p.m. when we received an email from Carol Sbarge at WSB TV. She was hoping to set up an interview at one of Atlanta Allergy’s offices the next day for another reporter. After sorting out some schedules, we alighted upon a 10:30 a.m. interview at Dr. Fineman’s East Cobb office.
Before the day had ended, we received a call from Atlanta Allergy, informing us that 11Alive’s Keith Whitney had called one of the practice’s offices directly, based on a previous story he had done with one of the doctors there. He stopped by the Sandy Springs office and interviewed Dr. Kevin Schaffer.
On a rainy Thursday morning, we met WSB meteorologist Katie Walls at Dr. Fineman’s office on Johnson Ferry Road. She is an allergy sufferer herself and had a great deal of personal interest in the subject. She interviewed Dr. Fineman for what ended up being two stories, one that aired in the 4 p.m. hour and another in the 6 p.m. hour. She got a kick out at some plush toys hanging around the office that were in the form of dust mites.
Her cameraman shot footage of a sign in the office that indicated the extreme pollen count one day earlier and of a nurse preparing an injection for allergy therapy. He also shot footage of the numerous patients in the waiting room (taking care not to shoot anyone’s face without their permission; later, he asked for and received permission to shoot footage of a patient consulting with Dr. Fineman in his office).
Later, we supplied Katie with some historical pollen counts to provide her story with some context. This was the final product.
The week would not have been complete without one more hit. On Thursday afternoon, Mark Woolsey of the Georgia News Network (radio) called. He interviewed Dr. Fineman late on Thursdayfor a segment that aired on Friday.
By Thursday, the weather turned cool and rainy, dampening the pollen counts. But now allergy sufferers are now “primed” for April, when the pollen could hit its full bloom.
When it does, the media will know were to find Atlanta Allergy and Lenz.
One question we get a lot is, “With everything you could do with your life and your business, why do you choose to market healthcare?”
For me the answer is simple: Because it’s rewarding.
Marketing does many things—none greater than to help people make informed decisions. With healthcare, everyday decisions can mean the difference between life and death.
Now, I know that some who are listening think of marketing as the dark side of business, solely concerned with making the cash register ring.
But that doesn’t have to be true.
Great marketing connects good products with people who want and need them. Healthcare marketing should be no different.
When Lenz works with a leading hospital, physician practice, or healthcare non-profit, we know that we are helping more people stay healthy and receive high-quality care.
And that feels pretty good.
Lenz recently partnered with Atlanta Allergy and Asthma to develop a new practice logo, visual identity, and website.
Founded in 1973, the AAA is the largest Allergy group in Atlanta with 18 locations and 18 board-certified physicians—and is the only National Allergy Bureau certified pollen counting station in the Atlanta area.
The Atlanta Center for Medical Research (ACMR) is a national leader in conducting medical research studies since 1980.
Lenz is proud to partner with ACMR to refine the organization’s brand image, launch a new web site, and promote the Center through a PR and advertising campaign.
ACMR is beginning a new phase in its already storied history by opening a new, state-of-the art research center that is truly the first of its kind.
The new Atlanta Center for Medical Research is a $25 million relocation project from its initial design phase to its fully realized completion this month. The Center, located at the site of the former Southwest Atlanta Hospital Building, was entirely renovated and redesigned based on ACMR’s forward-thinking vision. It is 150,000 square feet in all and features a revolutionary open-source structure, which adapts ACMR’s existing model to improve the overall quality of medical research across the industry.
In this model, other researchers have open access to the Center’s state-of-the-art equipment and highly-trained, expert staff for their own pharmaceutical research studies. ACMR recognized the sheer size of the new Center as an opportunity to allow researchers without the infrastructure or proficiency in administering clinical trials to develop additional medications beyond what ACMR has the capacity for. This kind of progressive outlook reflects ACMR’s passion for medical research and his confidence in its potential to serve a greater societal purpose.
Healthcare decisions are the most personal and significant we make
Every business benefits from a strong brand, but in healthcare it is an imperative. Why? Because healthcare decisions are the most personal and significant we make. These kinds of decisions require enormous amounts of trust, and a brand’s primary job is to facilitate trust.
You’ll buy a hot dog from someone you hardly know, but spine surgery? I don’t think so. You have to trust your surgeon, whether you personally know her or not.
There’s a formula that helps us understand how consumer relationships work. It’s Brand Promise + Brand Experience = Relationship. Among other things, this means that what consumers think of you before they know you is just as important as their experience with your service or product. Your brand is half the battle. Treat it well.
All doctors are experts
There’s good news and bad news for you as an expert American physician. The good news is that 300 million of your fellow countrymen recognize your expertise. The bad news is that they recognize your competitions’ expertise, too. In other words, your abilities as a physician are assumed and do not differentiate you in the mind of the American public—but your brand does.
This concept is called “price of entry.” Safety for airlines or clean kitchens for restaurants are other examples. That’s why airlines sell customer service and restaurants the dining room atmosphere.
What emotional intangibles do your customers value?
You must sell them before they are buying
Nobody likes seeing the doctor, and few consider their healthcare choices until they need them. So, we as healthcare marketers are constantly selling to an audience who is not buying. Yet.
Why do we do this? Because consumers will need our services someday, and at that point the decision is already made. They will go with the best-branded healthcare provider who they have known all along but never thought they would need.
Are you ready to take the next step in marketing your physician practice? Perhaps you’ve recently hired an agency and are unsure about what to bring to your first meeting. If so, we’ve got you covered!
Sometimes developing a great long-term relationship depends on getting off to a good start. Here are five easy steps to set yourself up for success.
Lenz Marketing Director Mike Killeen recently appeared in a feature article by the web site Politico regarding the insurance industry’s Obamacare advertising strategies.
The article, titled “It’s not Obamacare, It’s Business” by Kyle Cheney and Paige Winfield Cunningham, examines the unique marketing opportunities and challenges facing insurance companies in the era of Obamacare.
Politico contacted Lenz after identifying the company as a national expert in healthcare marketing.
Lenz recently partnered with YourTown Health, a network of six Community Health Centers to develop and launch a new organizational brand.
Jon is CEO of YourTown Health, a group of six Community Health Centers that delivers preventative and medical services to underserved populations in the Meriwether, Pike, Lamar, Troup, Carroll, and South Fulton County communities.
You may have heard of Obamacare. Well, Jon is on the front lines, helping Georgians understand what the Affordable Care Act (ACA) means to them.