Great Lakes Dermatology

Situation

Great Lakes Dermatology (GLD) is one of the largest, independently owned practices in southeast Wisconsin. GLD realized their primary competitors were larger health systems that have dermatologists within their networks. In general, having a strong brand and compelling online presence is critical when positioned against the marketing budgets of larger health care providers.

Challenge

Zizzo Group’s challenge was to develop a differentiating position in the marketplace and build a strong brand to compete against larger health systems. Multiple components were included in Zizzo Group’s comprehensive marketing communications plan. The GLD Web site was imperative to tell a unique company story and drive patient volume.

Approach

Zizzo Group followed its research-based process to position the organization as delivering Your Kind of Skin Care – a patient-focused approach to set up a host of narratives regarding what GLD offers verses larger providers.

The GLD Web site architecture was design to drive action for scheduling an appointment by creating “user funnels” as consumers navigate the site to put relevant and compelling information at their fingertips.

Like most of Zizzo Group’s Web site initiatives, the GLD Web site was built on a flexible and extensible content management system to allow GLD staff to update the site’s content as needed. Due to GLD’s aggressive growth strategy, it was imperative that the site provide both a unique look and feel and a highly modular layout for adding information on new staff, locations, services, promotions and skin care content. The Zizzo Group continues to work with GLD to develop monthly articles that are both timely and relevant.

Results

Great Lakes Dermatology is growing. Since the launch of the Web site, they have hired two new dermatologists and opened two new clinics – with a third to open in early 2011. The most recent addition in Brookfield is the largest clinic to date.