"Find Your Doctor Right"

Because the Southwest Medical Group was launched with a number of already established primary care and specialty practices, we needed a strong marketing campaign to communicate the brand and key messages (most importantly, our patient-centered approach) in a consistent fashion. Additionally, we wanted to utilize a memorable and unique url that tied in with the campaign but could also stand alone as headline or tagline element. Finally, we really wanted to do something different than what we'd seen our competition doing...we wanted to take a chance. And that's how we came up with the "Find Your Doctor Right" (FYDR) campaign.

In many ways, finding the right doctor can be just as important (and personal) as finding the right friends, partner, house or job. Each person's situation is unique. What is important to one person may not be to another. By communicating each doctor's specialized skills, training and philosophical approach, we can help people find their Doctor Right. We'll even make it easy with a url that's simple to remember: FindYourDoctorRight.com.

Creative implementation of the FYDR campaign includes a striking, close-up image of the subject with room for the headline to the right. The headline is always some variation of the following:

The right doctor for your _________ life.

The blank is filled in with the appropriate adjective and is shown as handwriting script. The headline is supported with copy below and the FindYourDoctorRight.com url.