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Strategy: Create PR Buzz

Washington Wellness Institute Dr. Christopher Warner, OB/GYN, envisioned expanding a successful traditional obstetrics and gynecology practice in Washington, D.C., using new techniques in laser vaginal rejuvenation (LVR), practiced for both medical and cosmetic indications.

Problem

How to position unique enhanced OB/GYN services, considering controversy within the medical establishment?

Solution

Developed branding strategy with clients to educate the public in the context of traditional ob/gyn services, and to position the practice more broadly:

  • Medical, health and wellness services geared to women including OB/GYN medical office with expanded services for cosmetic surgery, exercise and fitness, health and nutrition.
  • Rebranded practice as Washington Wellness Institute.

Results

  • Produced a video with testimonials.
  • Placed major news coverage in news media outlets including The Washington Post, City Paper, national magazines.
  • Experienced significant increase in calls and Web inquiries about its service from as far away as Africa and the Middle East, as well as among prominent Washingtonians.
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