For 90 years AP&S Clinic had been referred to as Associated Physicians & Surgeons Clinic and was the market leader in providing clinic services. With the addition of specialties and with the changing healthcare landscape, which included new physicians and clinics competing for patients, it was determined that the time had come to not only re-brand the clinic, but also to reintroduce it to the Wabash Valley.
MillerWhite Marketing recommended extensive research as a part of its MW Fusion® discovery process. In addition to four surveys that the clinic was conducting with the assistance of a third party – employee, referring physician, patient satisfaction and internal physician – MillerWhite conducted an incentive-driven, Internet-based survey to target primary and secondary markets and collect information on the perception of the AP&S name, public knowledge/understanding of the organization itself, public knowledge of its services and a more complete demographic profile of the healthcare decision maker.
Results of the Internet survey found that most people were already condensing the name as AP&S Clinic, so it was decided to capitalize on this by re-branding with that name and developing a new visual identity and a tagline. Further results were used to define services that needed to be marketed and to focus on the targeted demographic.