Brown & Toland Physicians

HCP/DTC ADVERTISING
BRAND AWARENESS
TELEVISION
OUT-OF-HOME
DIGITAL MARKETING
WEBSITE DESIGN/DEVELOPMENT

Brown & Toland Physicians is a network of independent doctors in the San Francisco Bay Area. They needed a campaign that would reflect not only the level of care they provide patients of all ages, but also the benefits of seeing a doctor that you can form a relationship with for years to come.

With big-box corporate healthcare systems dominating the marketplace, the challenge was to reach every corner of the Bay Area. My creative strategy was centered on showing the doctors in their communities and represent the patients with their personalities on full display. We settled on a campaign line that represented the theme of community and the importance of making your healthcare choice carefully: Care. Where You Are.

With a detailed storyboard in hand, I worked with the director to capture authentic footage that expressed the uniqueness of Brown & Toland. I then developed a suite of creative executions to surround consumers. The campaign connected across touch points to build awareness for Brown & Toland, from TV, to digital, to out-of-home.

To ensure a seamless connection between the campaign and its online destination, my team overhauled the Brown & Toland website. Beginning with a new site architecture, we redesigned the site and interface to better accentuate the brand and streamline the user experience.

The campaign proved effective:

Increased time on site (+24% year over year)

Decreased cost per landing page visit (-13% year over year)

Total site traffic increases (+31% year over year)

Increase in ad clicks (+141% year over year)

Beyond the ad campaign, I worked with Brown & Toland to develop “physician philosophy” videos and educational Q&A content that are featured on their website to introduce new patients to their doctor and establish them as leaders in their field of medicine. One such example (HIV Q&A with Dr. Cafaro) is featured here.