Background

To create a new go-to-market strategy for Harper Health, we conducted market research, both by researching concierge healthcare in general and conducting phone interviews with Harper Health’s current patients. We found that Harper Health patients exhibited high levels of satisfaction with the practice but tended to identify more with their providers than with the brand itself. With these findings in hand, we worked on building a cohesive brand image for the practice, focusing on its 24/7 access to doctors, top-notch health offerings, and community feel.

As concierge healthcare customers tend to skew older, we emphasized more traditional marketing tactics like newsletters and magazine ads that tend to appeal more to older demographics in addition to social media marketing. These tactics also serve the newer locations of Harper Health by building brand awareness in new settings, thus attracting more customers who may not have prior relationships with the practice’s providers.