Case Studies

Emory Facial Center

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Challenge
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Emory Facial Center (EFC), a division of Emory Healthcare, provides a complete continuum of surgical and non-surgical facial enhancement services. EFC needed a marketing plan to capitalize on opportunities to grow its client base, communicate with its targeted referral sources, and educate consumers on the value of maintaining their natural beauty. Due to limited marketing resources, EFC needed a plan with diverse and measurable cost-effective elements that could be managed in-house or outsourced as necessary.

Solution

c21’s Marketing Dashboard: Plan on a PageSM development began with extensive EFC competitor research to determine the facial center’s competitive advantages. We interviewed EFC’s staff and treatment teams and reviewed focus group information to understand the brand’s attributes. With the goal to establish EFC as the premier provider of facial services in Atlanta, c21 created measurable objectives to be achieved through the implementation of marketing PR strategies that included media relations, website enhancements, speaking engagements, special events, e-newsletters, a concierge service and pay-per-click advertising. Primary, secondary and tertiary marketing messages for key audiences, including referring physicians, former and current clients, executive networking groups and media were also articulated. c21 gave each element a distinct “owner,” – Emory, c21 or other agency partners,
which allowed Emory to plan for and allocate staff and funding resources accordingly.

Results

c21’s Marketing Dashboard: Plan on a PageSM was presented to Emory leadership with positive results. The one-page overview was cited as a model for future initiatives across Emory’s health system.