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Background:
Rosvida San Gabriel, M.D. is a pediatrician in the St. Mary’s Hospital network who was beginning her practice by opening an office in Streator, located in the Illinois Valley.


Objective:
Dr. San Gabriel was looking to establish and distinguish her practice with an innovative name, brand strategy and marketing materials in order to introduce her practice to the community and recruit new patients.

  • Positioned Dr. San Gabriel as a physician that the whole community can embrace, leveraging the fact that she is not the average formal and indifferent pediatrician.
  • Recommended use of the moniker “Dr. Vida” for informal marketing uses as a tool with which to connect to patients on a child-friendly level.
  • Implemented community outreach initiatives to position Dr. Vida as an expert on patient care and parent empowerment, while introducing her subspecialty concentrations to the parents of the community.