|The Zen Clinic is an ultra-modern day practice in Essex, England featuring a range of health and beauty products. It is owned by one of the country's leading dental surgeons.
It includes other professionals e.g. a Chiropractor, a Plastic Surgeon, an Acupuncturist, a Hypnotherapist, an Audiologist, a Laser Surgeon as well as other Dental Surgeons, Hygienists, Yoga Trainers, Counsellors and Beauticians.
AGMAMI.com were given a ' carte blanche ' brief to market the practice to :-
A) - the local target audience
A) - A ' New Branding and Logo ' design. AGMAMI.com suggested that a new branding was required in keeping with the relaxing holistic principles and ethos of the clinic.
B) - the staff
C) - other businesses
D) - the media
After extensive discussions with the owner and staff, we decided to use many of our products and services which included :-
B) - ' New Products ' including Zen Clinic's own ' Dental Plan ', ' Make Up ',
' Beauty Products ', ' Fashion Accessories ', ' Face Mapping ' and ' Nail Bar '.
C) - A ' New Website ' which was to be the ' Shop Window ' for the business. This included meeting the staff, the products, forthcoming events, galleries, a shopping area, an E-Newsletter, a publicity area, gift vouchers, case studies and much more.
D) - ' New Stationery ' including business cards, letterheads, envelopes, with-compliment slips, appointment cards and continuation sheets.
E) - ' New Brochures and Leaflets '. The brochures were made available in print and as PDF downloads. The leaflets were created inhouse and featured short runs with topical and seasonal offers. ie Gift Vouchers, Spa Packages and Make-Up Treatments.
F) - ' Internal Posters ' for public areas. These were placed in strategic areas such as the reception area, the waiting rooms and treatment rooms ie Gift Vouchers, Open Evenings, Promotions, Make Up, Modeling and Special Offers.
G) - An ' E-Newsletter ' which was available via the website but also it was emailed out monthly to online subscribers.
H) - ' Internal Awareness and Training of the staff '. If the staff do not 'buy in' to the changes, it is a very difficult challenge. Staff were made aware of the new branding and what the new marketing was trying to achieve.
Many of the staff were sent on new external courses for specific products and some were trained inhouse by AGMAMI.com. Posters were created for staff rooms, changing rooms and toilet areas.
I) - An ' Internal TV Channel ' called ' Channel 10 ' was developed and played on the inhouse TVs in reception and in the waiting rooms making patients and visitors aware of the full extent of the Zen Clinic and the ethos of the project. It advertised new products, introduced new staff, highlighted forthcoming open evenings, sponsorships, showcased case studies and offered a virtual tour of the clinic.
J) - A ' Relational Database '. This provided a central data point which was used for appointments, invoices, statements, reports and statistics. This also provided a future appointments diary so that patients were informed in good time of the their regular checkup dates. Patients could also submit certain prescription requests online which reduced administration.
K) - A ' Referral Scheme '. Patients were offered an incentive scheme to try other products within the Zen Clinic and a reward scheme for referring new patients and clients to the practice.
L) - A ' Feedback Mechanism '. This provided the management with information as to the satisfaction of patients and clients to the practice and enabled them to target areas of concern and to offer positive feedback via staff meetings and monthly E-Newsletters.
M) - ' Open Evenings '. These were held monthly and introduced the staff, new products and services to existing patients and clients and also to an invited guest list. New treatments were showcased with demonstrations during the evenings.
N) - A ' Gift Voucher ' scheme. These Gift Vouchers were made available and advertised inhouse, on the website, in advertising and patients and clients could purchase these for friends and family.
O) - A ' Themed Reception Area '. AGMAMI.com felt that this is the first area the patients and clients saw within the Zen Clinic. The area was also used as a ' Point Of Sale ' area where items could be presented and visitors could purchase related products to the practice.
P) - ' New Staff Uniforms and ID Badges '. These created a uniformity amongst the staff and identified the staff to guests within the practice.
Q) - ' Case Studies '. AGMAMI.com explained the importance of having a 'Before and After' gallery especially when selling expensive treatments. Not only did these showcase the skills of the professionals but also gave an indication as to how treatments may look for the individual concerned. With cosmetic dentistry and plastic surgery, this was particularly useful.
R) - ' Treatment Offers '. A series of various treatment offers were created to 'bundle' treatments and products and offer the target audience the opportunity to have ' ready made ' packages for weddings, parties and social events.
S) - Strategic ' Convergent Advertising '. The target demographic was carefully established and advertising was centered in specific local and regional newspapers and magazines.
T) - A ' Media Gallery '. A media gallery was established on the website to showcase the various marketing elements used within the current business strategy.
U) - ' Sponsorship ' - Zen Clinic sponsored local charities and sports events.
V) - ' Guest Appearances '. The owner, who is a leading dental surgeon, guested on local radio discussing many topics including new dental techniques, new cosmetic dental procedures and a ' Question and Answer ' session on dental hygiene.
W) - ' Reciprocal
Agreements ' - Zen Clinic managed reciprocal agreements with local businesses with regards to advertising, contra products and incentive discount schemes for the personnel of these businesses.
X) - A ' New Enhanced CD ROM ' was created which presented an overview of the Zen Clinic on the computer portion and 12 audio tracks which could be played on a conventional CD player at home or in the car.
The Christmas music version was particularly useful as it was reused each year during the festive period.
Weekly ( and sometimes daily ) meetings were held between AGMAMI.com and the Zen Clinic management to discuss issues, progress, future strategy, cost reduction, efficiencies, feedback, corrective action and new products.
Weekly tasks were assigned to this team and progress was measured on an ongoing basis.
This is just one example of what AGMAMI.com did for the Zen Clinic. What can we do for YOUR business ? Please contact us >>