partners

A Case Study inPatient Centered Marketing Communications

P R E S E N T E D BY

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

Integrative Primary Care | Wellness Center

Casey Health Institute is a new model of integrative primary care that transforms the

patient/provider relationship in the context of a non-profit, community-based health

center. Central to their mission, Casey’s physicians, nurse practitioners, integrative

health practitioners, and allied health professionals function as a highly organized

team whose focus is always centered on the patient.

Healthy Living Partners began work with Casey Health Institute in November 2012.

The Institute opened to the public in May 2013.

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

We started with an empty building and a white board filled

with arrows, intentions, expectations, and dreams. As we

embarked on our mission to create a memorable healthcare

brand, we sought to define and articulate a highly differenti-

ated and unique service offering, built upon the beliefs of the

co-founders and the committed practitioners who make up

Casey Health and their relationship with patients.

DEFINING THE CASEY MESSAGE

“Manifesto” outlining the role of Casey Health Institute in the community. ▼

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

Historically, healthcare communications have been constructed

around the hardware of healthcare — practitioners’ credentials

and expertise, a facility, a new technically advanced apparatus,

or the very specific details of the service offering.

Seldom has the message been built that speaks to the relevant

and clear understanding of the benefits of that experience for

the patient. In this age of new patient empowerment, patients

EXECUTING THE CASEY MESSAGE

Video: an intimate experience reinforcing the personal care relationship.

▼

are expecting that their voices be heard, and astute

healthcare practices are heeding that call to define their

value around the relevant benefits of the experience.

We call this “patient-centered communications.”

Website: people-oriented with the patient as “partner.” ▼

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

I am morethan my aching back.

caseyhealthinstitute

Centrally located in Montgomery County

301.664.6464www.CaseyHealth.org

You are more than your symptoms, your diagnosis.

Partner with an integrative primary care

physician who sees you for who you really are —

not as just another aching back.

You know there’s a better way. So do we.

Healthy Living Partners guided Casey Health to utilize its best assets, leveraging a

highly different position in the local market with a integrated marketing cam-

paign that included an “invitation to engage.”

PATIENT RECRUITMENT

Landing page on Caseyhealth.org.

▼

Advertising creative: local print and outdoor executions. ▼

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

Building engaging, relevant experiences for all stakeholders creates

opportunity for expressing preference. When people are provided

with occasions to be involved with high-touch moments perceived

as personally relevant, commitment increases and word-of-mouth

referrals grow.

Healthy Living Partners provides the tools and resources to effectively

plan and implement a distinctive brand experience in the community.

COMMUNITY INVOLVEMENT

YOU AREINVITED

R 127 G 186 B 0

Lt Green

R 63 G 73 B 38

Dk Green

R 117 G 129 B 191

Periwinkle

R 3 G 35 B 102 R 251 G 187 B 143

Dk Blue Peach

Montgomery County’s new state-of-the-art

Integrative Primary Care & Wellness Center

9:30 am, October 4: Ribbon Cutting, Tour & Reception9 am-4 pm, October 5: Public Open House with

Free Workshops and Demonstrations

For a detailed program and schedule of events, click here.

800 S. Frederick Avenue, Gaithersburg, MD 20877 n 301.355.2023R 127 G 186 B 0

Lt Green

R 63 G 73 B 38

Dk Green

R 117 G 129 B 191

Periwinkle

R 3 G 35 B 102 R 251 G 187 B 143

Dk Blue Peach

GRAND OPENING CELEBRATION SATURDAY, OCTOBER 5th, 9am – 4pm Experience what it’s like to place yourself at the center of your healthcare.

n Meet primary care physicians n Informative, engaging programs n Free classes & workshops n Door prizes & Grand raffle

Integrative Primary Care | Wellness Center

Interactive online banner.

▼

Direct mail postcard: announcement of grand opening.

▼

Grand Opening event. ▼

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

PUTTING EXPERIENCE TO WORK 24/7

One of the core strategies for Casey Health has been to create

and deploy expert content that engages patients, conveys the

ethos of the Institute, profiles practitioners in the community,

and extends the relevance of the Casey Health experience

far beyond the limits of the four walls of the Institute.

We’ve deployed content across multiple platforms including

TV interviews, social media, email newsletters, speaking

engagements and the Institute’s website.

Blog entry: content that engages and educates.

▼

Videos: 1-on-1 instruction for use across platforms.

▼

Local TV: Practitioners profiled on a variety of topics.

▼

Social media: participation in community conversations.

▼

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

at

Keeping people healthy is a foundational principle for Casey Health.

Providing paid integrative therapies, educational workshops, and classes

in yoga and other activities that are open to the public, and thus outside

the medical services of the clinic, meant establishing a unique healthcare

model. A distinct Wellness Center was established for this purpose. The

challenge was to make clear the connection – and business potential --

between a retail wellness service open to the public and a primary care

clinic that serves patients.

NEW OPPORTUNITIES FOR REVENUE CREATION

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

Seeking Calm

MontgomeryCountyOasis

a healthynOw Open

in theheartOf

inaCrazyworld?

Give yourself permission to breathe. We offer classes ranging from Yoga to Zumba and Pilates. And then there are our mind-body therapies including meditation, mindfulness, massage, Reiki, acupuncture, and healthy lifestyle coaching. Choose what works for you — because it’s all about fulfilling your unique, personal balance of optimal health and wellness, guided by our caring, supportive team of instructors and advisors.

Caseyhealth.org/wellnessClaSSeS | wOrkShOpS | eventS We are a 501(c )3 public not-for-profit organization.

Come see for yourself. We’re conveniently located at 800 S. Frederick Avenue in Gaithersburg near I-370 and I-270. Or call 301-355-2030.

Healthy Living Partners developed a full calendar of promotions and special offers to drive

awareness, interest, and ultimately service purchases.

Advertising Creative: communicating the unique position and role.

▼

at

Register someone special today for one of our Living Healthier in 2014 programs. Yoga & Movement – we were meant to move, and our yoga and fitness packages will help start that process to tone, condition, and relax the body. Led by caring, certified instructors in our new studios, our classes are conveniently scheduled throughout the week.

800 S. Frederick AvenueGaithersburg, MD 20877

We are a 501(c )3 public not-for-profit organization dedicated to helping people lead healthier lives.

when purchased before 12.31.1315%OFF

Yoga, meditation, healing cleanse and massage also available. Go to www.CaseyHealth.org/NewYear or call 301.355.2030. Gift certificates available. Give THE

Gift OF Health

SPECIAL OFFER, see back for details

Give someone you care about the perfect start to living healthier in the coming new year.

Centrally located and open to the public, The Wellness Center at Casey Health Institute offers a wide range of wellness programming in our state-of-the-art facility - all designed to bolster one’s health through services including yoga and other movement classes, therapeutic massage, health coaching and more.

Direct mail: Holiday offers

▼

NEW OPPORTUNITIES FOR REVENUE CREATION

Promotional insert used to “cross-sell”. ▼

Naturopathy & Healthy Eating

Naturopathy uses the healing power of nature itself to encourage your body’s inherent ability to maintain and restore its own health. One key element in this approach is nutrition — because you really are what you eat.

Naturopathy is perfectly suited to address those issues that don’t seem to come from an illness or disease. Chronic digestive issues, such as acid reflux for example, can easily be fixed by changes to the diet.

Naturopathy is heavily focused on getting down to and understanding root causes in order to solve issues. It is also focused on preventing issues from ever occurring. For example, consistently eating healthy, natural ingredients is probably the single most important thing we can do to prevent illness and disease from ever starting.

Integrative Primary Care | Wellness Center

H E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4

HEALTHY LIVING PARTNERSHealthcare is personal. It is also increasingly patient-centered.

Healthcare and wellness service practitioners need a marketing agency that understands and embraces these principles as a

basis for relating to patients – current and future. Healthy Living Partners is that agency.

Based in the Washington, D.C. area, Healthy Living Partners (HLP) is an integrated marketing services firm organized to

optimize patient creation and retention. Our expertise comes from more than a decade in health promotion where the

“customer” is the central focus. HLP is positioned to help practitioners grow in response to changing, patient-centered

expectations and to the changing models of care that are being created to meet those expectations.

We harness the talents and experience of our staff with a multi-discipline approach to establish and grow your healthcare

brand, and to best position your practice for success.

Our capabilities include:

n Strategic positioning and development

n Design-led brand development

n Marketing campaign development

n Publicity and promotion

n Content strategy, creation and management

Want to learn more? Then please call or email us, and we’d be delighted to share with you how we’ve done it for Casey Health Institute and others.

n Copy writing and visual story-telling

n Community outreach

n Social media

n Website design and programming

n Local advertising development and placement

partnersH E A LT H Y L I V I N G PA R T N E R S 3 0 1 . 3 7 8 . 0 3 8 4