DeKalb Surgical Associates, P.C. came to Lenz looking for a new logo and site design that would stay on-brand, but elevated; they wanted a site that was user-friendly and aesthetically pleasing for patients and a new logo that was more reflective of the group’s services.

With those goals in mind, see below for Lenz’s new site design for DeKalb Surgical along with what the site looked like before. Also pictured is the new logo compared to the old one.

New site design:

Old site design:

New logo:

Old logo:

Interested in learning more about how Lenz could help elevate your brand and business? Contact us here or give us a call today at 404-373-2021.

How Creativity Beats Brute Force in Marketing

By Mike Killeen

If you’re old enough to have witnessed the introduction of the first Macintosh computer, you probably remember the electrifying ad[1] that announced its release.

It was 1984, the year of Big Brother, and the thought police might be compelling conformity with IBM computers: dulling our imagination, assimilating us all into automata. And it was Super Bowl XVIII: Raiders versus Redskins, at a time out and commercial break during the third quarter.

An athletic woman in bright red shorts and a white tank top, carrying a sledgehammer, runs between rows of seated compliants who are staring up at a giant screen where a man speaks of information purification. She spins three times and hurls the hammer. The screen explodes. A voiceover announces that, in two days, Apple will release the Macintosh. He promises that 1984 will not be like 1984.

The ad, which was directed by Ridley Scott, was all over the news the next day, and Apple had, to say the least, a very successful product launch. The Super Bowl spot was the one and only airing of the commercial to a national audience. One was all it needed.

Counting the Quickening of Our Hearts

There’s an old adage that says it takes seven impressions for people to remember a marketing message and consider taking action. Or maybe it’s eleven impressions. Or three. Or, as claimed in 1885 by Thomas Smith in Successful Advertising[2], twenty. The number changes depending on who’s asserting it, usually without any evidence or citation. Attempts to study the matter with scientific rigor give more complicated and disputed results for a quantity that has been formalized as “effective frequency.”[3][4]

But whatever the number, the underlying idea is the same. Our brains are PCs running rigid procedural languages. If we enter the data, call the subroutine, and complete the required loops, then the action we want will be triggered. Over the decades, many billions of advertising dollars have been budgeted based upon this belief.

Perhaps that entire paradigm needs a sledgehammer through its screen. Memory, impressions, motivation to action: surely these arise from more than math. In the real world, we remember best that which resonates with our heart and understanding.

That time in third grade when Kristi S. looked at me in a way no girl had looked at me before. The first time I saw and heard Nirvana’s “Lithium” on MTV. The birth of my three children.

No repetition is needed for the moments that truly move us or the memories that can change us forever.

The Spark Not Carried by Semiconductors

We’re losing something important in this era of algorithms and analytics, of impressions, click-throughs, and conversions. We’re losing sight of the importance of creativity, the significance of talent, and the value of art. What is the worth of a great designer? A great writer? A talented actor? How many banner ad impressions can one gifted photographer replace?

College courses, museums, centers for performing arts: these still elevate in our culture the importance of creativity, talent, and art. But in business, we’re slipping under the sway of synthesized sirens who sing of machine learning-driven search marketing[5] and AI-managed email campaigns[6].

This is not to take away from the machines’ miracles. What digital data can do today is truly remarkable. We know so much more about our audiences. We can customize our messages and target delivery with a precision unimaginable even a decade ago. We can follow audiences wherever they may go, placing optimized impressions on every screen they may encounter.

Bending the Curve

So why do we bother to look for the creative spark, the light that resonates with a human heart? Why do we value human creators who know the mysteries of shaping fire into art?

Across the human experience, there are many reasons. But in the realm of marketing, we do the hard work of creating because it helps us bend the curve of needed impressions.

Multiple studies reported on in the Harvard Business Review found that ad campaigns with originality and high artistic merit delivered double the impact on sales.[7] They calculated that advertisers in most categories of industry could redirect a significant portion of their budget to develop more creative campaigns, spend less on buying impressions, and come out ahead on sales.

If we’re marketing a hospital birth center, we can serve up thousands of impressions that ours is “the best birth center.” And perhaps, with sufficient saturation, we’ll sway some people to suspect it is so. Or we can tell a moving story: a sacred passage, a new life entered in distress and then saved, two become three become one.

When a message is truly compelling, when it grips the imagination and quickens the heart, when it opens the poetic places within us… then we get more for so much less. We don’t have to run the ad as many times. We don’t have to follow our audience across all their screens. They may even come to us, asking us, please, tell me that story again.

This is the value of creativity, of talent, of unique physiques and voices, of ineffable humanity. When we create a message that moves people, the math matters less and the meaning matters more.

There’s an old adage that says you never get a second chance to make a first impression. But if that first impression inspires enough hearts to sing, one may be all you ever need.

Interested in making the best first impression? Contact us today!


[1] Apple (1984). 1984. Viewed March 5, 2018 at https://www.youtube.com/watch?v=VtvjbmoDx-I

[2] As reprinted in Kimmel, A.J. (2018). Psychological Foundations of Marketing: The Keys to Consumer Behavior. Routledge.

[3] Naples, Michael J. (1979). Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Association of National Advertisers.

[4] Jones, John Philip (1997). “What does effective frequency mean in 1997?” Journal of Advertising Research, July-Aug. 1997, p. 14+. Academic OneFile, Accessed 30 Mar. 2018.

[5] Acquisio (2017, September). Acquisio Turing™ Machine Learning Performance Report. Retrieved March 30, 2018 from http://www.acquisio.com/sites/default/files/acquisio-turing-ml-performance-report.pdf

[6] Rathi, Nandini (2017, April 19). “4 ways AI can improve email marketing,” VentureBeat. Retrieved March 30, 2018 from https://venturebeat.com/2017/04/19/4-ways-ai-can-improve-email-marketing/

[7] Reinartz, Werner, and Peter Saffert. “Creativity in Advertising: When It Works and When It Doesn’t.” Harvard Business Review, Harvard Business Review, 31 July 2014, hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt.

One of the most powerful tools for marketing healthcare is patient success stories. When potential patients see personal stories from healthcare providers they are considering, a number of objectives are accomplished. The first and most important, however, is that they create an emotional connection with the audience.

Successful marketing often relies on two appeals: emotional and functional. To explain this further, we’ll look at how patient success pieces are the perfect example of this.

By using the emotional appeal of other patients who successfully received treatment, patient success stories humanize the practice and the physicians. This allows potential customers to think “I see myself in this patient,” which not only makes the doctor more marketable but also creates a community with the audience of the blog. Each patient will see this physician featured in the story as valuable because the emotion of a successful treatment for another patient will translate onto the page.

Emotion is essential, especially in healthcare. Emotion also makes the complicated world of healthcare more understandable. Doctors and physicians may know the technical terms for treatments and diseases, but patients mostly know the experience of going through medical emergencies and pain. A patient success story relates to the latter in a way that medical jargon simply cannot.

Here are several other objectives that patient success stories accomplish:

  • The medical facility and all of its staff are presented as capable. Any considering patient wants to make sure they’ll go to a skilled and professional physician.
  • Personal stories show the intimate side of the medical staff. By having access to these real-life stories, prospective patients are led to make better judgments about the doctors they want to work with before they even step into the office. A patient success story that shows the doctor as kind, caring, and life-saving will always attract new patients.
  • Patients trust other patients. If someone is looking for a doctor who specializes in knee care, success stories from other patients will only draw the person to the practice or doctor even more.

SouthCoast Health, a multi-specialty practice based in Savannah with 18 treatment locations and more than 120 health care providers, truly understands the benefits of this endeavor.

Lenz has brought numerous SouthCoast Health patient success stories to life. Here are just a few of the most recent examples:

  • Dwan Smith, a woman who turned her health around after a heart scare thanks to the doctors at SouthCoast Health.
  • Judy Williams, a loyal patient who has spent 30 years with SouthCoast Health.
  • Jim McGaw, who tells his story of surviving a heart attack with the help of SouthCoast Health.

If you would like for Lenz to work with you and your healthcare company to generate more patient success stories, contact us here today or give us a ring at 404-373-2021.

Lenz recently developed an infographic illustrating SouthCoast Health’s comprehensive healthcare services and benefits. From pediatrics to geriatrics, from sore throats to surgery, from well visits to weekend urgent care and everything in between, SouthCoast Health supports its patients every step of the way.

See below for the infographic Lenz designed!

Interested in learning more about how Lenz could help elevate your brand and business? Contact us here or give us a call today at 404-373-2021.

For more powerful and effective healthcare marketing, doctors should tell their patients’ success stories. One fantastic method for doing this is through patient testimonial videos.

A common approach many doctors take in trying to promote themselves and their practice is to highlight their training and certifications. However, more than a physician’s credentials or accolades, prospective patients are interested in hearing the stories of people who’ve entrusted their care to a medical practice. When potential patients start researching which provider to turn to for their healthcare needs, a positive patient success story not only speaks to the quality of the health practice but also enables the researcher to associate positive emotions alongside the name of the practice. Potential patients can relate to other patients more than they can a doctor, so they better understand the benefit of seeking improved health when a fellow patient discusses it and walks them through their real-life experience.

One of the most powerful ways to tell patient stories is through testimonial videos. More than ever, videos resonate in a sea of social media and website content, creating a powerful package that helps garner more trust in the practice. Since social platforms such as Facebook auto-play videos directly uploaded to a consumer’s feed, Lenz usually sees an increase in social engagement and web traffic after promoting a patient testimonial video.

Here are a few patient testimonial videos Lenz produced to tell patients’ success stories!

PT Solutions Patient Triumph videos

Interested in working with Lenz to help market your healthcare practice or services? Contact us here today or give us a ring at 404-373-2021.

Lenz recently helped the 2018 Amplify Decatur Concert Series, raise $40,000 for its beneficiary, Decatur Cooperative Ministry (DCM), a Decatur-based, nonprofit organization that works to prevent and alleviate poverty and homelessness in Decatur and DeKalb County.

The April 13-15 concert series was presented and marketed by Lenz and produced in partnership with Eddie’s Attic, the Southeast’s premier music listening room.

Since the first Amplify event (formerly known as Poverty Is Real) in 2011, Amplify has raised more than $190,000 for DCM. Each year, Lenz has served as the presenting sponsor and marketing agency for the event. Amplify was founded by Lenz partner and Vice President of Marketing Mike Killeen, who remains an Amplify board member. Christine Mahin, Lenz Marketing’s Accounts Supervisor, who has helped produce the Amplify Decatur Music Festival since 2016, served as festival director for the second consecutive year. Lenz President and CEO Richard J. Lenz serves as the Chair of the Amplify Advisory Board. And the entire Lenz team contributed to the marketing and production of the event.

On April 14, thousands gathered on the Downtown Decatur Square for the Amplify Decatur Musical Festival, the centerpiece of the concert series. The festival featured performances by an all-star Americana line-up, including The Lone Bellow, The Jayhawks, Amanda Shires, and Parker Millsap. Atlanta-based folk duo Dwayne Shivers also performed.

Richard Lenz said the event “checks a lot of boxes” for him. “Lenz has supported many causes, organizations, and events in Decatur since 1992, and what we look for locally is something that adds to the culture of Decatur, has a philanthropic purpose, and allows our company to make an impact using our talent, energy, and resources. My goal of building a successful music festival in Decatur is being achieved, thanks to so many.”

Amplify Decatur also featured a three-night stand at historic Eddie’s Attic, with performances by Jared and Amber, The Weather Station, Sirens of South Austin, and Antigone Rising. On April 15, the concert series culminated with a Steve Earle vs. Townes Van Zandt tribute night featuring eight local and regional acts.

Platinum sponsors included: Leafmore Group, Four Roses Bourbon, Natalie Gregory Sold, The Pinewood, Iris and Bruce Feinberg, WABE 90.1, Decatur Package Store, and Savannah Distributing Company. Gold sponsors included: Georgia Urology, Hall Booth Smith, Oakhurst Realty Partners, Topo Chico, Cox Media Group, Midwood Entertainment, Essentia Water, and ATL PBS.

Lenz is extremely proud to have worked alongside the Amplify My Community team to make this event as successful as it was.

Scroll down to view some of the photos from this amazing event!

Lenz is proud of its dedication to supporting environmental causes. Take a look at our recent work for Chautauqua for the Georgia Coast, a conference designed to raise awareness for preserving one of our state’s greatest treasures.

Chautauqua invitation design:

Chautauqua program book design:

Interested in learning more about how Lenz could help elevate your brand and business? Contact us here or give us a call today at 404-373-2021.

To help market the Atlanta Center for Medical Research’s recent study on major depressive disorder, Lenz designed and secured a premium placement for an advertisement in the April 2018 issue of Creative Loafing.

Interested in working with Lenz for your design and branding needs? Contact us here today or give us a call at 404-373-2021.

Lenz recently partnered with Avant Gynecology, formerly known as McDaniel and Durrett, to launch the practice’s new brand identity.

From creating the practice’s new name to developing its logo and website, Lenz aimed to ensure that the practice’s high quality and professional reputation was well represented.

Check out the new Avant Gynecology brand, business collateral, and website!

Interested in working with Lenz for your design and branding needs? Contact us here today or give us a ring at 404-373-2021.

If you have followed Lenz for a while, it is no secret that we help The Atlanta Science Festival celebrate science, technology, engineering, and math (STEM) during an annual two-week festival consisting of more than 100 events and a grand finale: The Exploration Expo. The Atlanta Science Festival takes place in March of every year, but what about when the festival is over? Does science programming just end in Atlanta? The answer is no. It is just the beginning to the science calendar for Atlanta.

The founders of the Festival partnered with Lenz to launch Science ATL, an organization that strives to increase public interest in and appreciation of science. To do so, Science ATL creates and promotes easy access points to science, technology, engineering, and math. Lenz advised on the organization’s name, crafted the logo and brand identity, and designed the website. The very first installment of Science ATL is The Science Scene, a 12 month calendar that details every science-related event and workshop inside and outside of the perimeter. The mission of the organization is simple: bringing people together through the wonder of science.

Lenz is committed to STEM education, programming, and celebration of science in our community. We are proud of what our clients have accomplished and love partnering with them to help them accomplish even more. Be on the lookout for more science from Science ATL in the coming months!