Brand Building: Broadcast and OOH

Physiotherapy Associates had 80 brands under its corporate umbrella, from Physio clinics to those with locally-known names. My team produced the foundation for all brand elements, including messaging, creative and other communication formats for print, electronic, broadcast and other types of media. Two creative projects I directed that garnered a lot of attention and patient bookings were a car wrap and a radio ad.

Broadcast media:  For Blue Hen Physical Therapy in Delaware, I oversaw the work of an outside vendor to create a car wrap including creative, content and a call to action. The local field sales rep reported increased patient visits from the car wrap initiative, which tied in squarely with business objectives for the year.
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Out of Home media:  A handful of Keystone Rehabilitation Systems clinics in Western PA pooled their resources to advertise on local radio. I oversaw the media buy and content (voice talent was provided by the radio entity). The participating clinics realized additional patient visits from this program, which included drive time spots as well as spots during local sporting events.  Take a listen:  http://youtu.be/DULVqaImPNk

Physio brand guidebook cover

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