Pediatric Associates of Richmond (PAR) is the region’s largest pediatric practice and has served area families for more than 50 years. The practice had several existing locations in Richmond and was preparing to open a new office in a busy suburban area. They came to Dotted Line for help generating awareness about the practice and its services in advance of their expansion into a new market.
Our team started by conducting research to understand what made the practice unique. We drew on our findings to establish a strategy that would tell their story in a market that was new to them and developed a creative campaign around the concept “More Locations. Fewer Worries.”
Based on this new strategy, we went in hard with social to meet parents of growing children where they were and help bolster the practice’s following. The result was that we grew PAR’s Facebook page from 0 followers to over 800 in 90 days. We also designed email and collateral around the new theme and concepted non-traditional ideas for marketing materials: coloring pages, magnets and cut-out displays. The overall open rate for the practice’s emails increased by 4%, and the campaign generated 200+ clicks to its website. The new office has seen an increase in patient growth every month since its opening in February 2019.