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Background:
Pronger Smith is one of the most respected multi-specialty practices in the Chicagoland area. Founded in 1925, it is comprised of physicians in all major medical specialties and subspecialities. To definitively position the practice as a leader in its market area, Pronger Smith elected to build a 100,000 square foot healthcare facility that would house medical offices, state-of-the-art technology and ancillary services.


Objective:
Pronger Smith was looking for a new name and brand strategy that would be applied to a fully-integrated marketing communications plan to build awareness and recognition for the practice and the new facility among the business, consumer and payor communities.
  • Implemented a multi-faceted campaign to introduce the facility and the physicians to the service area, Chicago’s southwest corridor.
  • Developed a service line strategy that included a community educational initiative on various topics related to women’s health services, nutrition/obesity and 24-hour urgent care.
  • Provided a comprehensive plan for all product line extensions – sleep laboratory, radiology and pharmacy – highlighting the practice’s distinctions in each area.