South Florida Sinus and Allergy Center
Get to know the brand
South Florida Sinus and Allergy Center (SFSAC) is a comprehensive sinus, allergy, sleep and snoring treatment and therapy clinic with locations in Fort Lauderdale and Plantation, Florida. Their Fort Lauderdale office is brand new (less than 2 years old). They were new to the area when they hired us. They had a solid reputation in Hollywood and Plantation, but were unknown in the east Fort Lauderdale market.
When SFSAC came to us their branding, website, and digital marketing initiatives were severely outdated. They relied on stock imagery, had a poorly functioning website and were struggling in telling their narrative. There was a disconnect between the services and experience they offer and the way they were presenting themselves to consumers. Their current brand persona would never flourish in Fort Lauderdale. They had to change everything. We were hired to fill the gap — to sync their consumer-facing image with their reputation.
We created a creative suite of original content to introduce SFSAC to the Fort Lauderdale market. This was no small task. Their business required a total branding overhaul. They needed new photography, story-driven video content, a new website, a detailed marketing strategy and tons of distribution.
The advantage of professional photography and video storytelling
In the first week of working with SFSAC, our content creators and marketing teams reimagined their brand persona. Before producing any media, we identified their strengths, listened to their audience’s feedback, analyzed their competition, and reviewed their history. From there, we redefined their core values, redeveloped their brand’s narrative pillars, and reshaped their tone of voice and mission statement to better suit their current identity. This is who we recreated their brand into what it is today.
Ultimately, South Florida Sinus and Allergy Center needed eye-catching, informative, and genuine media to infiltrate the Fort Lauderdale market.
First we created a 5-minute long company profile video that united all of the following. This video also went into great detail on Dr. Mandel’s educational and professional history — another selling-point for the treatment center. From there, we focused on showcasing their state-of-the-art facility. Their previous website had no original photography and, therefore, no proof of their advanced facilities and patient suites. There was a disconnect that needed fixing.
Another major selling point for their business is their faculty. We wanted to unite faculty with company culture. The majority of medical facilities prioritize stuffy headshots and hyper-professional poses. This would not work for SFSAC, especially since they were new to the area. They needed to stand out. So, instead of shooting headshots in a staged environment we encouraged the staff to be themselves. This went a long way in humanizing the brand.
The art of converting cold leads
Lastly, we executed digital marketing funnels to improve awareness of SFSAC in Fort Lauderdale and to convert consumers at both locations. Social media was a core piece to our digital marketing strategy. We used social platforms as an information segue for consumers. This coincided with email marketing and google ads. Most of which would link back to original blogs published to the site to garner thought leadership.
We also circulated patient testimonials to establish our reputation amongst a new consumer base. Even though SFSAC was new to Fort Lauderdale, they are veterens of otolaryngology. Making this apparent made a big difference in the way their brand was received by cold audiences.
Ultimately, our digital marketing funnels established SFSAC as a strong presence in the community, a source of information and an outlet for health and wellness.
Web Design & Development: the most needed component to their rebranding overhaul
Website design and development was one of the most intregal services we provided SFSAC. Their former website was hurting their business. The interface and functionality halted users, restricting bookings and inquiries. The content was also disjointed. There was no cohesion; no narrative; no feeling to anything. The design looked like a poorly made template, the copy was inaccurate and repetitive, the imagery was boring and generic. It was very easy to dismiss SFSAC as an industry leader.
We populated the entire website with original content. Our copywriting department rewrote every page, bio, and service description. Our photography team photographed content to match. And our video team gave is substance. There is an insane amount of information available on their new site. It fulfills many different functions now, acting as an information homebase for potential patients or users seeking medical knowledge, as well as a conversion platform to improve foot traffic to both the Fort Lauderdale and Plantation locations.
South Florida Sinus and Allergy Center’s new website also positions the brand and Dr. Mandel as thought leaders in otolaryngology. We produced original blogs and educational videos to rank on Google searches. And our team optimized SEO on every frontier so that when users search relevant keywords, SFSAC ranks as one of the top sources.
