Owned by physicians, Lexington Clinic is Central Kentucky’s largest and oldest multi-specialty medical group, serving Kentucky since 1920. It cares for more than 2,000 people every day and 600,000 people every year.
THE CHALLENGE
The clinic has a rich history of providing superior care for patients by emphasizing integrity, compassion, and respect, but with a long history, they needed to re-energize their outreach efforts. We worked with them on new messaging to position them as a healthcare group that’s equipped to be with you for life, not just when you’re sick.
THE APPROACH
The creative insight came from positioning Lexington Clinic as a healthcare group that was equipped to be with you for life, not just when you’re sick. The video is visually rich and reflects the values that the clinic has been upholding for 100 years. It showcases how every stage of life is more vibrant when you are in good health. The following year, the story evolved and further reinforced the position that Lexington Clinic physicians are “your doctors for life.”
THE RESULTS
The two videos helped fix in Kentuckians’ minds that Lexington Clinic is the people’s choice for healthcare in Central Kentucky—with a focus on people, not doctors. The spots convey the clinic’s overall goal and mission in a sophisticated and picturesque way, leaving a strong brand impression with viewers. Success was defined as a 10% lift in both calls to the physician finder line and in web visits—lead indicators for new patient acquisition. The “Doctors for Life” commercial increased phone inquiries by 38% and web visits by 14%.
