Re-Branding Campaign for Doctor Solutions, Inc.
CHALLENGE: Research proved that even the high-level accounting, billing and other vital services performed by Doctor Solutions, Inc. (DSI) were viewed with low-level respect and appreciation by Physicians as a whole. We accepted the challenge to elevate the level of appreciation in order to justify the higher-than-average pricing DSI charged for their market-superior services.
SOLUTION: Rather than typically boasting or pointing out how silly it would be to assume such critically important services such as accounting, billing and reimbursements were unimportant to their practice's success, we took the road less traveled and developed a self-deprecating "If We Were Doctors" premise. This was followed by the visual/headline juxtapositions and copy, spotlighting how silly it would be if WE tried to do what they do, thereby giving us the right to flip the premise to make our point. The "You do your thing. We do ours" subhead projects a teaming of professionals vs any worshipping or traditional boasting from a weakened position with "The freedom to do what you do™" as the tagline.
COPY: "You didn't go through all the rigors of medical school to spend your time working in accounts receivable. We did. It may seem silly, but that's our thing; our passion for over 20 years. Filing, collecting or processing medical claims, maximizing reimbursements and minimizing expenses for private practices or large networks this is what we live for! And, incidentally, something we do better than anyone. Yes, even you. You're the Doctor. We're Doctor Solutions, Inc. We know a lot about Doctors. We're just not cut out to be one."
RESULTS: "Off the charts," as the client put it. Not sure what they means, specifically, but we're guessing it was good.
SOLUTION: Rather than typically boasting or pointing out how silly it would be to assume such critically important services such as accounting, billing and reimbursements were unimportant to their practice's success, we took the road less traveled and developed a self-deprecating "If We Were Doctors" premise. This was followed by the visual/headline juxtapositions and copy, spotlighting how silly it would be if WE tried to do what they do, thereby giving us the right to flip the premise to make our point. The "You do your thing. We do ours" subhead projects a teaming of professionals vs any worshipping or traditional boasting from a weakened position with "The freedom to do what you do™" as the tagline.
COPY: "You didn't go through all the rigors of medical school to spend your time working in accounts receivable. We did. It may seem silly, but that's our thing; our passion for over 20 years. Filing, collecting or processing medical claims, maximizing reimbursements and minimizing expenses for private practices or large networks this is what we live for! And, incidentally, something we do better than anyone. Yes, even you. You're the Doctor. We're Doctor Solutions, Inc. We know a lot about Doctors. We're just not cut out to be one."
RESULTS: "Off the charts," as the client put it. Not sure what they means, specifically, but we're guessing it was good.
