Challenge

An in-demand dermatologist needed to tell her patients that, quite frankly, she now had more of them than she could manage, so she needed them to be willing to see her associates. The original draft sent to me by the client read a bit like a breakup letter: “It’s not you, it’s me.” Cue the sad trombone.

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Solution

Rather than spotlight what was being taken away, I illuminated the positive, turning a dreary notification into exciting news. The resulting letter enthusiastically introduced three fantastic providers and offered patients an incentive to book with them.

 

I also revised the three providers’ professional bios from long blocks of boring text to more lively and eyeball-friendly bullet points. This made the information quicker to read and also stayed in step with the “reliable and relatable” tone of the brand. 
 

Bonus

Being a medical provider, this client had never really considered their voice and presence as a brand. The staff is overflowing with a magnetic combination of vibrant personality and professional gravitas, and I saw so much potential for them to grow as a brand.

 

So, as a bonus, I identified Rapaport's distinctive strengths and created a set of Brand Guidelines, which will be useful info for new hires, outside consultants, and the specialty conferences & retreats staff members regularly attend.