DERMATOLOGY ASSOCIATES OF ATLANTA
PROVIDING QUALITY SKINCARE
SERVICES SINCE 1976.
THE BRAND PERSONALITY & VOICE
THE FOUNDATION
THE PROBLEMS & SOLUTIONS
SWOT ANALYSIS
THE GUIDELINES
BRINGING IT ALL TO LIFE (THE ASSETS)
COMPANY OVERVIEW
Dermatology Associates of Atlanta comprehensive dermatology practice with distinct specialty centers. DAA is your all-inone skin care stop. They offer a wide variety of treatments for the skin, hair, and nails, from skin cancer and acne (DAA) is a treatments reduction and body contouring. Our to non-surgical fat practice dermatologists, physician assistants, includes board-certified and providers to meet all your individual numerous other experienced dermatological Associates of Atlanta needs. Dermatology is a highly specialized medical/surgical practice. The physicians are proficient at diagnosing and treating skin and tissue disorders.
Across all DAA divisions, there are over 150 years of combined experience in dealing with various dermatological diseases. From basic skin care to the most complex skin conditions, DAA has a specialized team to help patients. At Dermatology Associates of Atlanta give professional, courteous service to our patients and offer them the safest, (DAA), their mission is to most effective solutions for their dermatological and cosmetic skin care needs.
COMPANY OVERVIEW
MEET LINDSAY.
Pharmaceutical rep
Teenage Twins
Married
Always on the go (travels)
Spends a lot of time outside
Flexible budget
Some messages that will resonate with Lindsay:
EXPECTS quality, efficiency, and
FAST availability
Active on social media
Enforces happiness and health for herself and her family
• “Look the Age You Feel”
• “Your one-stop spot for skincare from head-to-toe…”
• “Look younger and feel great”
• “Save time and money at your onestop spot”
DERMATOLOGY ASSOCIATES OF ATLANTA IS... QUALITY. TRUSTWORTHY POLISHED. RELIABLE. SINCERE.
HER GOAL: Maintain her youth and offset her fast-paced lifestyle.
THE BRAND PERSONALITY & VOICE
• “Skin care for all ages”
• “Relax and let us do the heavy lifting
SUCCESSFUL
Dermatology Associates of Atlanta is not: Daring. Elegant. Adventurous. DAA’S VOICE IS: FRIENDLY. REASSURING. KNOWLEDGEABLE. CONFIDENT.
HOLISTIC EXPERIENCE harmony continuity collaboration
Above is DAA's brand vision which stresses a holistic approach. You can see the emphasis on continuity, harmony, and collaboration. These words suite the company because of the different specialties and centers within that make DAA one large harmonious collaboration that strives to continuously provide quality results.
FONT: Open Sans Bold
COLOR: Blue SIZE: 28
A new logo was created to better represent the brand. The logo follows the same holistic approach and stays consistent with the brand.
Main Colors: Blues- HEX #1C93A2, HEX #0F4757
Secondary Colors: Yellows- HEX #F3D497, HEX #E1AF28
Neutral Colors: Greys- HEX #414042, HEX # BCBECO
Headline Text Goes Here and Looks Like This
Intro copy, looks like this. Orum hici cuptatium quis sit doleniscia cuptatibus atur, et, solorestibus sitiat. Aquidus dolor parum nonsecto.
THE FOUNDATION
FONT: Open
Sans Bold
COLOR: Dark Blue SIZE: 11
SUBHEAD TEXT GOES HERE
Body copy text looks like this Orum hici cuptat um quis sit cuptat bus atur, cullor aut labore libus quuntectiur, coribus et, solorestibus sitiat Aquidus voloris quiam dolor serro consequiae parum nonsecto Itas accus dit Eperovit, que sitiis nos simporae consequat faces quis eat Luptur ant Harum, iuntecabo. Ecta quist labore estions editasit vendis ex ernatur as entorumquo idem qui lam quam que voloria parunto quasperem esecus. Bold and underline all inline hyperlinks like this > Bold and italicize all footnotes like this eperovit, que sitiis nos simporae consequat faces quis eat. Luptur ant. Harum, iuntecab ernatur.
FONT: Open
Sans Bold
COLOR: Blue SIZE: 14
FONT: Open Sans
COLOR: Dark Grey SIZE: 8
The SWOT analysis is tool used to assess DAA's strengths, weaknesses, opportunities and threats. This is helpful when preparing to take on a project and making decisions that can effect the practice. This analysis helped and can continue to help determine next steps.
Strengths: Maximize Weaknesses: Lessen Opportunities: Take advantage Threats: Identify
SWOTanalysis
STRENGTHS
Highly experienced physicians/admin
Great location
Competitive regular costs
Reputation
Technological advances
OPPORTUNITIES
Online sales
Development of branded products and compounded medications
Expanding patient base
Marketing deficiencies (website outdated, social media not engaging)
No brand significance
High turnover rate
Accessibility (business hours)
THREATS WEAKNESSES
Limited price flexibility
New competition
Insurance changes
SWOT ANALYSIS
PROBLEM #1
INCREASING SALES AND GAINING NEW QUALITY PATIENTS
Solution: DAA should formulate offers/incentives that interest the target audience. Creating a sense of urgency for these offers may push perspective patients to make a leap of faith. Created 3 types of ads/posts that gear towards different aspects of the company: services, product sales, and special offers.
PROBLEM #2
LACK OF INDUSTRY AWARENESS & EDUCATION
Solution: Created a brochure as a detailed reference for patients/future patients to leave with. Provided website rebranding to achieve an appealing, user-friendly, and convenient space for new and existing patients to learn about the providers and servicees offered.
PROBLEM #3 NO TOOLS TO STAND OUT FROM THE COMPETITION
THE PROBLEMS & SOLUTIONS
Solution: Created a new, enhanced logo that allows for the company to be easily distinguishable. Also emphasized ways to make the brand more visible and consistent through staff apparel, website, business, cards, and ads.
DAA EXPRESSED THE NEED TO GAIN NEW PATIENTS.
THE GOAL WAS TO CREATE ADS/POSTS THAT WOULD:
PROVIDE ENGAGEMENT
PROVIDE USEFUL INFORMATION FOR THE AUDIENCE STAY CONSISTENT WITH THE COMPANY COLORS
GIVE FLEXIBLE USE FOR ADS AND POSTS
PROVIDE SALE OFFERS FOR NEW AND EXISTING PATIENTS
Content marketing paired with highly targeted audiences enhances the ability to gain new patients.
These ads help visualize the experience while also briefly describing the benefits. One ad provides a sense of urgency because it is only for a limited time.
BRINGING IT ALL TO LIFE
Patients take brochures along with them and it makes it easy to instantly recall your brand. Some people still do not have social media or choose not to interact in some platforms.
BRINGING IT ALL TO LIFE
Brochures should be visually appealing, descriptive, and personalized.
Brochures are cost efficient and can be useful to nearly all patients. You can place them in virtually all areas of you practice as well as ship them within packages. I found this to be a great benefit for Dermatology Associates of Atlanta because they offer shipping for cosmeceuticals and compounded prescriptions.
The goal with re-creating the site is to better serve customers by getting straight to the point. The new website design ties in brand awareness and gives DAA the opportunity to stand out from the competition. If your audience can differentiate your brand for another there are no mistakes when identifying who you are.
BRINGING IT ALL TO LIFE
Design does affect your business growth. Picking the best photos to describe the brand and keeping the brand colors consistent throughout the pages is key.
SCRUB TOP
MEDICAL ATTIRE
SCRUB BOTTOM
BRINGING IT ALL TO LIFE
To continue to promote your brand consistently it is important to keep the customize all interactions and anything with visibility. Your patients as well as those who surround them can see it and each time the piece moves, there is the opportunity for other to see it. Ensuring that admin, assistants, and providers all have uniform business cards is also important. They can easily be handed to those who may be interested.