Case Study: Southwest Kidney Institute


southwest

Summary

Quaintise created a medical marketing plan that involved full-page ad concept development, art direction and execution. As a result, we increased Southwest Kidney Institute’s brand awareness over 25% and increased their overall revenue by 15%.

About Southwest Kidney Institute

Southwest Kidney Institute (SKI) was established 25 years ago when a group of physicians came together to improve the experience of kidney healthcare. Today, the SKI Family of nephrologists has grown to 35 physicians and has become the third-largest kidney health practice in the country. SKI is dedicated to providing exceptional kidney care through its 27 offices that serve Phoenix, Tucson, and Northern Arizona, with each office linked by a state-of-the-art electronic medical record system and patient portal. It is the only nephrology group in Arizona with two transplant fellowship-trained nephrologists on staff, and 12 of their physicians have been named “Top Docs” in kidney healthcare by the Arizona Medical Community.


Challenges

  • Current and potential referral sources, patients, influencers, SKI staff, and the media have very limited understanding of the leadership, expertise, benefits, and advantages SKI offers.
  • What SKI is, what it stands for, and how all of its offices work together is not widely known or is misunderstood.

Solution

Quaintise performed a brand audit which revealed that SKI needed an integrated marketing plan that clearly communicates who and what SKI is and emphasized its mission, importance, services and value principles. This plan also needed to define how its leadership and family of doctors, staff, and offices all work together to make a real difference in kidney healthcare. We determined that this effort must enjoin all the offices into one remarkable practice group and position SKI as the go-to leader to whom medical practitioners should refer their patients.

To do this, we created a campaign with a compelling leadership story sharing the experiences, accomplishments, and expertise of its physicians and caregivers. This information was shared in the form of:

  • New, SEO-optimized and mobile-friendly website featuring innovative tools, such as custom online referrals and shareable line sections for doctors to post stories that compare and educate
  • Email marketing campaign sharing new medications, research, and information on kidney health
  • Social responsibility or cause-related/non-profit involvement including Supper Seminars
  • Healthcare public relations

Results

The ads we created, developed, and executed for SKI increased their brand awareness over 25%. The marketing toolkit that was delivered to new physicians helped increase their overall revenue by 15%.

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