Exploring a new visual identity and brand positioning for VPFW.
Virginia Physicians for Women is a family of caring and dedicated Obstetrics and Gynecology specialists who are exclusively focused on achieving your unique health goals and addressing your personal health needs—today and tomorrow.
Randall Branding has enjoyed a longstanding relationship with VPFW, so when we were asked to assist them with some new brand positioning, we jumped at the opportunity. Both VPFW and our team were happy with the results. Read the case study and let us know what you think!
Virginia Physicians for Women, a longtime client, was seeking a new way to connect with their patients that would increase loyalty and trust. They wanted to emphasize that every doctor is an advocate for their patient’s health, as well as prove that VPFW is an environment where patient involvement and collaboration is encouraged.
Patient testimonials became the foundation of the new campaign. The relationship between two VPFW patients and their doctors is told from both the patient and doctors point of view. The integrated campaign includes video, print, messaging, and digital collateral. Real quotes from patients and doctors drive the messaging and show VPFW’s commitment to their patients, as well as the patient-doctor relationships that they foster.
The new campaign evolved into a fresh look and feel for all of VPFW’s marketing. The new modular look keeps their signature pink color while introducing complementary colors into a contemporary layout. Visitors to the VPFW website are greeted with the branded videos and all new printed and digital creative reflects the patient-focused tone summarized by the new company tagline “Your Partners in Health. Today. Tomorrow. For Life.”
The digital strategy to launch the updated look and feel included a YouTube campaign driving traffic to the testimonial videos supplemented with an updated and increased budget for AdWords display and search.
VPFW experienced a warm response to their new look and feel, and overall website traffic has increased almost 20% as well as new users to the site.