Kelsey-Seybold Clinic

admin

Kelsey-Seybold Clinic Case Study

Background

Kelsey-Seybold Clinic is a multi-location clinical care facility managed by a physician’s group, established in Houston in 1949 by a doctor from the Mayo Clinic. It offers primary and specialty physician care, as well as a wide array of imaging and diagnostic services.

Marketing Challenge

When Kelsey-Seybold came to STANANDLOU, they were in need of a re-branding and repositioning in the market. Experiencing some internal operational and ownership issues, there was no clear message of the Kelsey-Seybold identity and purpose. Consumers were confused about whether the clinics were independent or run by an HMO, and whether or not the Clinic was available for all medical situations. In addition, Kelsey-Seybold had no single, cohesive advertising and marketing department.

In the competitive healthcare market, it was essential that the Clinic find a consistent voice and messaging and target the right audience.

Enter STANANDLOU.

Solution

STANANDLOU embarked on a total re-branding, starting with a new positioning statement, “Your doctors for life,” which gave Kelsey-Seybold the strong and uniform voice it needed. The creative was focused on raising awareness in the target markets during open enrollment for insurance. Print, outdoor, radio, TV, Direct Mail, and collateral were created to encourage patients to make Kelsey-Seybold their preferred place of care. STANANDLOU also developed in-clinic posters, counter cards, specialty items, and graphic templates for internal flyers, newsletters and brochures.

Results

Research shows high awareness of Kelsey-Seybold Clinic among patients. The solid work done by STANANDLOU is still in place and has enabled Kelsey-Seybold to recruit renowned physicians and grow into the world-class facility that it is today, serving over 300,000 patients in the Houston area.

As CEO’s from Kelsey-Seybold left the Clinic for other ventures, they often hired STANANDLOU as their agency of record. Kelsey-Seybold was STANANDLOU’s first major client, and the client with whom the agency has had the longest relationship, over 17 years.

Quite a healthy run.

“Your Doctor’s for Life”

Television

“Your Doctor’s for Life”

Radio

All the voices in this spot are actual Kelsey-Seybold employees including doctors, nurses and administrative staff.

The “Your Doctor’s for Life” campaign is perhaps one of the campaigns I’m most proud of — from the positioning line to final production, because it very, very accurately reflects the incredible passion, integrity and professionalism of Kelsey-Seybold employees.

“Gertrude”

A STANANDLOU classic!

This radio spot put a friendly face on Kelsey-Seybold in an era when fun healthcare advertising was as scarce as a bar mitzvah in Cairo.

“Sundays”

Featuring the everyday great voice of Ronnie Shell – “Duke” on Gomer Pyle.
Radio commercial promoting all of the services and conveniences you get when you go to Kelsey-Seybold.