Full-service marketing agency CAWOOD launched their award-winning web site for Eugene Pediatric Associates in December 2009. The goal in creating http://www.EugenePeds.com was to provide easy access to comprehensive pediatric advice and information 24 hours a day.
The site allows parents to read about a variety of topics, watch videos, access vaccine records, plan their child’s office visit, and send messages to their pediatrician or nurse through a secure system, day or night. By providing this online service, the doctor’s office receives fewer phone calls and is able to better serve patients and their families.
Written almost entirely by Dr. Pilar Bradshaw, content and videos are delivered in the same sincere, knowledgeable, heartfelt voice parents know and trust. Jeneca Jones of CAWOOD was a collaborative editor.
The web site is only one part of the media mix for Eugene Pediatrics. The CAWOOD philosophy is that the media mix should create a synergy that compliments each medium and targets the key audience. Following are four elements used in marketing the practice:
- Web Site as Teaching Tool
The Eugene Pediatrics’ website serves as both an introduction to the practice and a teaching tool for physicians to use when they talk with parents:
- Traditional Media
In Eugene Pediatrics’ case, good, old-fashioned newspaper advertising is being used to help introduce new physicians and generates prospective patient calls;
- Local Television
Eugene Pediatrics physicians offer parents regular health tips on a local television station;
- Arena Advertising
The practice is promoted on an animated electronic sign in Matthew Knight Arena, where the University of Oregon plays basketball and where big-ticket entertainers such as Elton John perform.
“Customizing media to appeal to the demographics and psychographics of the desired audience is essential to any marketing program,” explained CAWOOD’s Jeneca Jones.
Want to be recognized for your marketing achievements as CAWOOD was? Get our free tipsheet, 10 Tips for Winning Marketing Awards in the 2011 Stevies.
About Jeneca Jones
CAWOOD Account Executive Jeneca ones is an expert communicator with a passion for words, Jones creates original and creative copy for print advertisements, press releases, web sites, and more. A salesperson for ten years and newspaper editor for five, Jeneca knows how to listen and is always looking for ways to make emotional connections through her writing. Her experience working with a broad spectrum of people from various social, cultural, and economic backgrounds helps CAWOOD’s clients span any divides. She provides real-world answers and big-picture perspectives tailored to meet individual needs.
About Dr. Pilar Bradshaw
Dr. Pilar Bradshaw is a board certified pediatrician and Fellow of the American Academy of Pediatrics. She began her medical practice in Eugene in 1999.
Bradshaw practices the full spectrum of pediatric medicine and sees patients from birth to young adulthood. Her special interests include the treatment of asthma, medically fragile children, and adolescent eating disorders.
Founded 30 years ago by President Liz Cawood, CAWOOD is a full-service marketing agency, which evolved from a public relations firm to a one-stop shop providing the marketing services its clients needed. The award-winning firm specializes in branding, research, planning, Web, video, marketing, advertising, public relations and consulting.