Starting point
Dr Brödel and Dr Ulrich faced the challenge of establishing their dental practice in a new city while also building a distinctive brand. Alongside the clinical work, they needed external communications that made the practice’s profile and range of services visible. Marketing initially ran alongside the day-to-day work of the practice. As in many smaller organisations, communication was therefore an additional operational task rather than a strategically managed process in its own right.
Challenge
There was no overarching marketing strategy, no clearly defined responsibilities and limited time available. This created the risk that external communication would remain reactive while long-term objectives were pushed into the background by the demands of everyday practice.
At the same time, the practice wanted to reach specific audiences more deliberately. The first step was to identify which groups were most relevant to its service profile and how to reach them with appropriate content and channels.
Solution
Bobineau Communications worked with the practice to develop a strategic foundation for marketing and external communication. This included analysing and prioritising relevant target audiences, developing personas, creating a corresponding channel strategy and defining concrete communications activities. The strategy brought individual marketing decisions together within one coherent framework.
Bobineau Communications continues to support the practice operationally with content creation. The collaboration therefore does not stop at the strategic concept: strategy and execution are connected so that the intended positioning is reflected consistently in published content.
Results
The practice’s external communication became more structured and gained a clearer content direction. Marketing activities could be planned more deliberately and aligned more closely with the target audiences previously defined. Combining strategic consulting with operational content creation also led to more qualified enquiries – enquiries from people whose needs and interests fit the practice’s service profile and intended positioning more closely.
