After meeting with Dr. Potter and her internal practice team, Orange Label interviewed 10 patients to gain context for the authentic language and preferences of the target demographic. Through these insights, Orange Label created precise audience personas and a feature/advantage/benefit matrix to establish the practice’s messaging. With an emphasis on women-empowerment in mind for both the aesthetic and breast reconstruction audiences, Orange Label developed a campaign strategy that included multiplatform content creation to generate brand awareness and increase Dr. Potter’s patient lead flow.
138% YOY increase in new users
Connecting more patients with breast reconstruction opportunities and aesthetic options, resulted in a 138% year over year increase in new users to the practice’s website. With ongoing marketing efforts including monthly emailed specials, social media creation and audience engagement on Instagram, Facebook and LinkedIn, individuals are able to find and connect with Dr. Potter and her practice at the ready. With the creation of Dr. Potter’s Breast Reconstruction And Virtual Empowerment (BRAVE) Facebook Group, patients are also able to connect and share stories with one another. As Dr. Elisabeth Potter takes a stand for women to have access to breast reconstruction, the Orange Label team proactively posts and distributes information for her so that she can do what is important to her: help women feel beautiful in their own skin.
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