PhysicianOne Urgent Care

Challenge

PhysicianOne Urgent Care

Challenge

Creating a new brand with doctors at the center.

With major growth aspirations in New England and beyond, Urgent Care of Connecticut approached Finch Brands to overhaul the brand identity and marketing look and feel. As one of many urgent care practices in a booming market, they sought to separate themselves from the competition and position their brand for expansion. The founding team, who came from an ER medical background, had joined forces with leading private equity investment – and it was time to build a durable and distinctive brand.

Process

  • Focus Groups
  • Concept Testing
  • In Depth Interviews
  • Brand Positioning
  • Brand Architecture
  • Vision / Mission / Values
  • Customer Experience
  • Name Development
  • Logo Design
  • Tagline / Copywriting
  • Website Design
  • Collateral Design

Impact

0

total clinics across CT, MA, and NY

0%

Increase in billings in newly opened clinics

Built

affiliate relationship with Yale

How We Got There

Our research defined a strong need for a position that emphasized doctor quality,

a message carried through the new name, logo, and materials. The core insight that led to the new name and logo was that consumers appreciate the convenience benefits of urgent care, but won’t buy in unless clinical excellence comes through. The new name suggests the importance – to the company and market – of doctor quality, with the “Urgent Care” descriptor conveying the convenience inherent in this emergent medical services sector. We worked to build out a tight, fully integrated brand concept – from identity to corporate materials to signage/experience to digital and traditional marketing. PhysicianOne Urgent Care now possesses a contemporary, strong brand platform with which to grow the business.

Logo

This was a complete re-brand involving a new name and visual identity. Moving from Urgent Care of Connecticut to PhysicianOne was essential to emphasize provider quality, raise the organization's profile in the region, and open up growth markets in new states.

Brandbook

Finch Brands led the creation of a new vision, mission and values along with the brand foundation. We then created a brand book to onboard and train staff at all levels so that they fully understood where the organization was headed and how it would get there. This has driven remarkable consistency in the patient experience as PhysicianOne has grown.
Finch Brands led the creation of a new vision, mission and values along with the brand foundation. We then created a brand book to onboard and train staff at all levels so that they fully understood where the organization was headed and how it would get there. This has driven remarkable consistency in the patient experience as PhysicianOne has grown.
Finch Brands led the creation of a new vision, mission and values along with the brand foundation. We then created a brand book to onboard and train staff at all levels so that they fully understood where the organization was headed and how it would get there. This has driven remarkable consistency in the patient experience as PhysicianOne has grown.

Communication Suite

We supported the roll out of the new brand with a comprehensive suite of internal collateral and external marketing tools.
We supported the roll out of the new brand with a comprehensive suite of internal collateral and external marketing tools.

Website Design

A new, more user-friendly website was a central component of the roll out.

A little birdie
wants to tell you...