Case Study:
Thomas Romo III, MD, FACS
Romo Plastic Surgery | Rapid Recovery | Randell and Romo Product ( RAC)
SCOPE OF WORK
Rebranding Brand (with product tie- In)
Rebranding | Brand Strategy | Identity | Print | Digital
Digital Brand Marketing
Website: Copy | Website Structure and Design | Custom Service Icons | Custom Images | E-blasts | Retention Program |
Convenient Online Forms | Printable PDF's | E-Signature | Social Media Posts and Art
Social Media Branding:
LinkedIn Profile | LinkedIn Company Page | Facebook | Twitter | Google Places | G+
YouTube Channels: Dr. Thomas Romo | Romo Plastic Surgery
Videos: YouTube Trailer Video | Explainer Video | Marketing Video
Print Marketing Materials:
Business Cards | Letterhead | Postcards | Patient Folder
Other Services:
Retouching: 200 background before & afters | Dr. Romo's Image | Staff Images | Woman, Man and Child Images | Video Images
Reputation Management
Unique "Review" System for patients
THE CHALLENGE
Dr. Romo III, is a Double Board-Certified, world-renowned facial plastic and reconstructive surgeon, educator, and researcher. His private practice, Romo Plastic Surgery, on Manhattan’s Upper East Side, is well-known to high-profile celebrities, politicians, and business leaders from around the world.
Dr. Romo was referred to me by Robert Randell after I had rebranded Randell and Romo's product, "RAC.” Robert felt that Dr. Romo's online presence did not reflect Romo’s true stature and, therefore, lacked credibility. I was asked to fix that by creating new website for Dr. Romo.
What started as a new website request turned out to be a major operation as my Google searches on Dr. Romo uncovered many outdated, disconnected sites and social profiles, which all created confused messaging.
And, although Dr. Romo had designed & developed many of the surgical instruments and techniques being used in his field today, my research also showed that his competitors (some his former students) surpassed him in visibility, messaging and marketing.
The biggest challenge was to design a website that clearly describes all of the services Romo Plastic Surgery offers, provide useful information about each service, brand not only the practice but also Dr. Romo’s “Rapid Recovery Philosophy” (which he intends to expand upon in the future), then tie these two brands to the recently rebranded RAC product, and package it all in a site that would be easy to understand, easy to navigate and last but not least aesthetically pleasing (a must for any plastic surgeon).
THE SOLUTION
ROMO PLASTIC SURGERY
The first thing that needed to be done was to create a brand strategy for Romo Plastic Surgery. Because Dr. Romo was well-known to high-profile patients, I positioned Dr. Romo at Romo Plastic Surgery as “NYC’s Best Kept Secret.”
In looking at the over his work, I noticed that his skills produced such an incredibly natural look, that I had a hard time telling the difference between many of the before and after images. This led me to come up with a unique value proposition expressed in my tagline “Results so natural that we won’t tell if you don’t".
Before branding
After branding
Today Thomas Romo III, MD, FACS can consider himself BRANDED!
His online image and reputation been cleaned up literally and figuratively, but also that Romo Plastic Surgery is now out there—stunningly beautiful, standing apart from the sea of blue website designs commonly used for all plastic surgeons. A truely unique presence both online and off— deserving of his stature.
"consider yourself BRANDED" rooted the brands into a solid foundation, so that when Dr. Romo is ready increase his marketing efforts and as the digital landscape evolves, they are built to expand and endure.
I structured the 59-page website to his defined target markets—women, men and children. To appeal to his target audience, I created some new services—Skype Virtual Consultations and Surgery Vacations for adults as well as for children. I wrote content that spoke to his target markets’ pain points emphasizing confidentiality, safety, patient education and comfort, and rapid recovery. I also added a shopping cart for the RAC product, (which is part of his Rapid Recovery Program).
THE TIE- IN
RAPID RECOVERY™
Because Dr. Romo has plans to expand "Rapid Recovery" onto it's own website down the line, for other surgeons, I needed to postion it to be about a patients "entire experience" — before, during, and after surgery. I created the tagline —Rapid Recovery™ is more than a procedure, it's a philosophy and packaged it into a "3- Step Program."
I created geometric logo marks in coordinating color schemes to tie together Romo Plastic Surgery, "Rapid Recovery" with Randell and Romo's product, RAC.
E-Signature
Mailing List Incentive
E-Blast
"consider yourself BRANDED" created this trailer to display only when non-subscribers visit this doctors YouTube channel. This video is featured within his website to show off his channel and encourage viewers to subscribe.
"consider yourself BRANDED" created this video to be used in social media postings.
I am so proud of our rebrand and want to thank Helene for all her hard work and time.
"
We have received so many compliments on our new branding, website design and social media channels. She cleaned up our image as well as my reputation!
Everything I am mean everything! is really fantastic. Helene did a wonderful job.
-Dr. Thomas Romo III, MD, FACS | Romo Plastic Surgery