Greater Boston Area
APDerm is a network of dermatology practices that has been rapidly expanding across New England for nearly three decades. More than two dozen dermatology practices are part of the expert-supported network, allowing providers to dedicate 100% of their time to caring for patients. With the network offering recruiting, accounting, marketing support, and more, dermatology professionals can concentrate on what they are really experts in: skin.
Following their brand refresh, the Leverage team enacted a new strategy for APDerm’s social media. While APDerm offers a full suite of medical dermatology procedures, their social strategy focused on promoting cosmetic dermatology services. One cosmetic procedure was featured each month, with the goal to not only promote the service but also educate their audience on the benefits of such. To support the primary strategy, Leverage generated educational content on skin cancer, Mohs surgery, and other intricate procedures as well.
To further unify APDerm’s several subbrands, the Leverage team launched a monthly campaign that was individualized for each brand. The creative direction for each month’s theme would depend on the season, trending topics, or the specific service being offered. Each campaign came with graphics and content for social media posts, posters, flyers, website materials, and more – all customized for the individual subbrands.
Having a group of practices with individual names, logos, and ideas about how to market their services presented a challenge for APDerm. Brand consistency was at the forefront of their concerns. Early in 2020, the Leverage team worked to create a refreshed visual identity for the practice brands within the APDerm network. The unification of the brands under the corporate APDerm brand helped to emphasize their commitment to patient care. Now, in addition to the consistent quality care their patients receive, they see a cohesive look at every brand within the group.