What is IdentityFind?
IdentityFind is BAC Medical Marketing's strategic approach to marketing. The IdentityFind process was crafted early in our history, and refined over the years of working with healthcare clients and their marketing identities. From the very beginning, we learned to ask the question, “What’s your practice’s story?”
Today, we apply an archetype-based strategy that begins with defining your unique practice identity - the practice’s beginnings, what your practice stands for and what it represents to your patients. We further explore the forces that impact your business - competition, industry changes and business objectives - to identify what drives patients to make their healthcare decisions.
The data gleaned from this process serves to create the core messaging and narrative - the backbone of every marketing initiative that we undertake for your practice. Then, it is a consistent, methodical dissemination of these messages that helps to create the emotional ties that bind with your target audience.
Our storytelling approach enhances the impact of every touch-point of your practice, while ensuring that every marketing dollar you invest delivers the healthiest possible return.
So how does it work?
Depending on your business objectives, IdentityFind can be executed in one of four ways:
Based primarily on information provided by the client, an IdentityFind Audit examines current or proposed marketing materials for story cohesiveness, marketing strategy and visual aesthetics. An IdentityFind Audit often is a first step for clients who are unsure whether their story is communicated effectively through the practice's current channels.
IdentityFind is usually carried out in one, four to six-hour or two, three-hour sessions. They are usually held on-site at the client’s office or by webinar / teleconference using GoToMeeting, WebEx, InstantConference, etc.
IdentityFind is the base of BAC Medical Marketing's approach - utilizing the timeless tools of archetyping and storytelling to define a practice's identity. It is invaluable to practices in transition that are looking to reach the next level, or for new practices who want to enter the market with a clear story that deeply connects with their target audience. IdentityFind includes an IdentityFind Audit, a competitive archetypal analysis, the IdentityFind Sessions and the IdentityFind Source Book, which codifies all findings in an easy to use reference bible.
IdentityFind findings drive design concepts for corporate identity, collateral materials and communication campaigns.
IdentityFind Lite is an abridged version of the IdentityFind process. It usually takes place in one session, and focuses primarily on archetypal identity definition. IdentityFind Lite is ideal for clients who already have an established practice, but are looking to infuse it with more depth and character.
IdentityFind Lite encompasses an IdentityFind Audit, and a half-day IdentityFind Process.
IdentityFind Lite findings are at the base of concepts for any printed, web or video deliverables.
IdentityFind with Business Identity Package
This package includes all of the deliverables from the IdentityFind session, plus the graphic design requirements for a small-to medium-sized practice re-branding, or a start-up of a new practice. These items usually include:
> Logo Design (three concepts, with three rounds of revisions)
> Identity Package (two concepts, with two rounds of revisions of letterhead, business card, stationery, #10 envelope and formal thank you card with envelope)
Once the business identity package has been created, these concepts serve as guideposts for other deliverables, including the corporate web design, brochures and other items as needed.