Northern Medical Group

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Designing a new brand combining three medical specialty groups into one

UNIFYING THREE PHYSICIAN GROUPS IN CONFIDENT, PROFESSIONAL HEALTHCARE BRAND

The three medical groups had different names, different images but were in the process of combining under one brand. Their areas of specialty were gastroenterology and digestive diseases, a primary care group and a multi-speciality group. Ashworth Creative was tasked with uniting all of them in a dynamic brand image, and creating a unifying web presence and marketing strategy.

BUILDING A BOLD AND MEMORABLE BRAND MARK AND LOGO

The decision was taken to adopt the name Northern Medical Group as the umbrella name for all three entities. The Ashworth Creative logo process was adopted and the “rising star” brand mark had a sense of upward movement that felt comfortable to all of the members of the new group. Underscored by the tagline “Taking Health to New Heights,” with a vibrant color scheme of purple and orange, it had a strong, modern and memorable look and feel.

CREATING COLORFUL IMAGE OF AN ACCESSIBLE, FOCUSED, QUALITY MULTISPECIALTY GROUP

In an era when consolidation of healthcare medical practices can make it hard to distinguish one from another, a strong brand is essential to build patient loyalty. In the case of Northern Medical Group, Ashworth used the strong purple and orange color ways to draw the eye to all communications from business cards to out of home installations and, especially, on the organization’s new website.

THE ASHWORTH CREATIVE WEBSITE PROCESS BUILDS POWERFUL BUT SIMPLE USER JOURNEYS

When Ashworth builds a website, we conduct a thorough website audit on the existing site/s, establishing where users spend the longest time and also what search engines can see that users may not have access to. We analyze the quality and cohesiveness of content and conduct Information Architecture sessions to identify site users and their tasks and needs. To us, it’s essential that the site be able to meet those needs for the next 3-4 years and offer visitors easy to use navigation and well structured menus as well as accessibility compliance.

ABILITY TO FIND A PHYSICIAN AND A LOCATION IS A KEY COMPONENT OF HEALTHCARE SITES

A medical practice’s target audience is searching for their provider or a new provider to meet their health needs. In the case of Northern Medical Group, it was vital that patients can easily select and reach a doctor or other medical professional close to home. In addition the advent of telemedicine services mean that they are in all likelihood visiting the site more often than in the past and repeat visits are inevitable and must be super easy to achieve. Ashworth takes all of these aspects into consideration in site design and construction.

SEO-RICH CONTENT TO SATISFY SEARCH ENGINES AND PATIENT SEARCHERS

At Ashworth Creative we believe that human beings deserve content that is highly readable, informative, easy to understand and written by humans. Equally, we want to satisfy those demanding algorithms that dictate what users have served to them. We pay keen attention to what terms your customers, patients and site visitors use to find you. The pesky details that consumers can’t see, like meta descriptions and page titles, are of great interest to us. In addition our sites will contain pages that have a minimum word count of 250-300 with no duplicate copy. Because we want to maintain the interest of both target audiences, and search engines!