Reviving a Brand
With more than 700 employees, 10 locations and 30 years behind it, Oregon Medical Group’s name is well known within the Eugene-Springfield community. Its reputation as the newer, more progressive option for primary care grew directly from its position as the alternative to the large medical group that had previously dominated the market.
For years, the physician-owned organization had been making adequate investments in traditional media -- primarily in print and television. Our assessments included:
- Patient retention and new patient development had been stable.
- Name recognition was high, but community understanding of the full range of care available through OMG was low.
- Existing patients were very loyal to their provider, but not necessarily aware of all that the larger group offered.
Verb was hired to augment the internal marketing staff and was charged with providing a full range of support, from strategy through deployment of digital, print, video, radio and non-traditional means.