When we think about the types of businesses that benefit most from strong consumer marketing effort, categories like retail, entertainment, and automotive usually come to mind. This month’s exceptional marketer, Dr. Carmen Kavali, illustrates how professional services – even medical practices – benefit significantly by building market-wide brand awareness.
Dr. Kavali has built a strong brand around an emotional idea: a metamorphosis for body, mind, and soul. Her logo, website, and on-air radio marketing work together to reinforce this idea. She’s even branded one of her practice specialties “The Mommy Makeover” around this holistic idea of change and growth.
The emotional thrust of her marketing distinguish her practice in a marketplace that is extremely competitive and, like most other sectors, feeling the impact of shrinking consumer spending. The branding is tasteful, relevant, and creates desire (while remaining well within the bounds of medical marketing canon). Her radio advertising, which is targeted toward her adult female client base, is a powerful and cost-effective tool for bringing this emotion to life on a daily basis. It’s built broad market awareness that other local practices can’t match.
Dr. Kavali’s proactive growth strategy has yielded enviable success. As a recent letter to Cumulus put it, “In a few short years, my brand has become something bigger than just me.” — a key point for all professional practices, medical and non-medical, alike.