Page 185 - Visual Marketing
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Why It Works Sickday checks back with each • Patients hear about Sickday pri-
patient after every visit. Get Well marily through word of mouth
The Sickday brand, created by cards were designed so that the or by searching for care on the
YYES, a Los Angeles design Sickday physician associates may Internet. Those who find them
studio, is based on an image leave notes and instructions. online often attribute their call to
of a heart made from a folded “We use the Get Well cards daily the look and feel of the brand-
Band-Aid. This strikes a nice and we provide the cell phone ing and patient testimonials.
balance between professional- number of practitioners to create
ism of health care and a feeling ongoing access and availability • Sickday serves thousands of
of compassion. Sickday founder during the course of illness,” New Yorkers and thousands of
Naomi Friedman says that YYES adds Friedman. visitors to New York each year.
delivered the perfect sentiment
for their brand and incorporated Success Metrics Takeaway Tip
not only what they needed at
launch, but every element they • Market awareness of Sickday Use simple imagery to bring traditional val-
foresaw in their future. “They has increased as physicians ues (such as caring) into the logo and iden-
listened to us the way we listen across the country express inter- tity of a thoroughly modern business. When
to patients,” Friedman says. est in franchising the concept. traditional values are at the heart of the
Friedman says her immediate service that your clients want, even if it’s a
Since follow-through is so criti- plans are to expand into the five 21st century business model, it’s important
cal in successful medical care, boroughs of New York City. that both the traditional and the modern be
represented.
PO WER TO THE PR I N T I TE M ! 164
