Scalable Healthcare Growth Through Branded Campaigns

How a Strategic, Multi-Channel Messaging Framework Built Anticipation for Aylo Health’s Grand Opening in a New Market

Marketing
Strategy

Branding &
Design

Video
Production

Advertising Campaigns

Motion &
Animation

Healthcare

The Ask

Aylo Health is a primary care practice group with over a dozen locations in the Metro Atlanta area. After launching their fresh, scalable brand identity, they were ready to expand into new competitive markets. The objective was to create a marketing blueprint for bringing their quality-focused care model and better patient experience to a new location that could be repeated for future expansions.

The Result

By starting with emotional storytelling and then introducing the brand with direct calls to action, the Bad Healthcare campaign built anticipation for the new location’s grand opening. We paired the campaign with other pieces of an integrated, multi-channel approach, successfully giving Aylo Health a scalable strategy for building brand presence in new territories, supporting future growth and location expansion.

“The Between Pixels team came up with a great plan and amazing Advertising to introduce our brand to the new market. Their contribution went way beyond creative services and helped inform everything from how we designed the in-office patient experience to how we trained our staff.”

TIM REICHERT

VP of Marketing, Aylo Health

The Solution

After conducting research in the new market, we found that this audience shared many of the same frustrations that Aylo Health addressed in existing locations. Based on this, we developed a sequenced strategy for the campaign messaging with a three-phase teaser-to-launch approach. This started by highlighting common healthcare frustrations, building anticipation, and then introducing Aylo as the best solution for a superior patient experience.

Phase 1: Healthcare is broken.

Months before we opened our doors to the public, we wanted to remind potential patients that they deserve better healthcare. You shouldn’t settle for waiting weeks for an appointment, seeing a doctor that doesn’t listen, and running all over the place to get all the care you need. At this point, we didn’t reveal a solution, we just seeded the idea by highlighting stories of healthcare fails that hit close to home. We wanted to create dissonance and a bit of anticipation for a better future.

Phase 2: Better care is coming.

Weeks before opening day, we started to introduce key elements of the brand in an effort to generate awareness and leads. We wanted to increase anticipation in the audience for a new approach to primary care. As we got closer, we revealed more about the brand and, eventually, invited patients to prepare to make a switch.

Phase 3: Better care is here.

The grand opening phase was a blitz to get potential patients excited about Aylo Health and inspire them to book appointments. Our messaging was direct and clear, and we used our messaging framework to deliver a mix of aspirational and practical messages.

This Advertising plan was paired with other campaigns in an integrated set of campaigns that touched just about every channel. Our messaging framework ensured that we delivered the right mix of styles and messages to help the new audience understand what Aylo offers and why it’s a better solution. So far it’s working beautifully.