Wildwood Eyecare | Provider Transition Campaign
CAMPAIGN DESIGN · PATIENT COMMUNICATIONS · EMAIL MARKETING · PRINT DESIGN · DIGITAL MARKETING
The Challenge
Develop a coordinated communication campaign for Wildwood Eyecare following the departure of Dr. Stuart Tasman. The campaign needed to inform existing patients of the provider change while reinforcing confidence in the practice and ensuring patients understood their options for continued care.
With messaging distributed across print and digital channels, the challenge was to balance a sensitive patient announcement with positive, forward-looking communications that encouraged continued engagement with the practice.
The Approach
Created a cohesive, multi-channel campaign that adapted the messaging to the purpose of each communication platform while maintaining Wildwood Eyecare's established visual identity.
The email blast and mailed patient letter prioritized clear, compassionate communication regarding the provider's departure, reassured patients about the continuity of their care, and introduced the remaining optometrists, Dr. Nicole Mardak and Dr. Heather Zutaut.
For social media and website applications, shifted the focus toward a more proactive message highlighting the practice's availability for new and existing patients. These materials featured the remaining providers and emphasized appointment scheduling rather than the departure itself.
This approach allowed the campaign to address the transition directly where appropriate while maintaining a welcoming, reassuring presence across the practice's public-facing marketing channels.
Deliverables
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Email Marketing: Custom Email Header and Patient Communication Email Blast
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Print Communications: Mailed Patient Notification Letter
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Social Media: Provider Highlight and Appointment Scheduling Graphic
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Digital Marketing: Website Promotional Banner
