Dayton Eye Surgery Center
The Eyes Have It
The Dayton Eye Surgery Center (DESC) is a physician-owned affiliate of the Kettering Health Network. Since opening in 1999, DESC has built a reputation for quality and superior patient satisfaction that's helped it achieve a position of leadership in Greater Dayton—performing over 6,000 procedures per year. DESC recognized that to continue to grow, staying ahead of the evolving health care market was a must. To do this, DESC called on Hafenbrack Marketing & Public Relations to refresh its brand and attract new patients.
Rebranding DESC began with research. Hafenbrack spoke with DESC's staff and carefully studied the health care trends in its market. As a result, a two-pronged marketing strategy focused on increasing doctor referrals and public awareness was determined to be the best course of action.
Hafenbrack then delivered a full-scale multimedia campaign that highlighted DESC's experience, quality, and regional leadership. Print, radio, outdoor and television ads, as well as informational print collateral and a comprehensive, interactive website were created. And to take DESC's message directly to its target audiences, Hafenbrack developed patient-focused waiting room videos and a direct mail initiative aimed at referring physicians.