Straight talk. Better vision.
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Doctor Sam's Eye CareA brand resonating enough to generate local celebrity.
For his entire career, Dr. Samuel Giveen has been an excellent, no-nonsense eye-care professional--which probably has something to do with why he sold his practice in an affluent Northern California community, and returned to serve the no-nonsense folks in his native New England. Working under the banner of United Eye Care Specialists, Dr. Giveen wanted to grow his practice. The result: a brand as real as the man himself, and which is directed at the person whom he considers the true primary care provider: Mom. For her, he has become a person who listens, understands, and has her family's best interests at heart. The brand is so resonant with the people of New Hampshire that Dr. Sam has even become an in-demand local celebrity, Dr. Sam's Eye Care. Straight talk. Better Vision.
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TV
Dr. Sam built his brand on radio. When it came time to do TV, it wasn't hard to figure out how to play it: get some of his thrilled patients to tell the kinds of stories that had played so well on radio. The difference? Instead of Sam in his own words, it was the patients in their own words--specifically, local New Hampshire guys with discretionary income to spend on the hobbies about which they're passionate.
Dr. Sam built his brand on radio. When it came time to do TV, it wasn't hard to figure out how to play it: get some of his thrilled patients to tell the kinds of stories that had played so well on radio. The difference? Instead of Sam in his own words, it was the patients in their own words--specifically, local New Hampshire guys with discretionary income to spend on the hobbies about which they're passionate.
RADIO
Sometimes, there is no better spokesperson in an advertising campaign than the business owner himself. And in this case, Dr. Sam just seemed like the right guy. His practical New England bearing informs everything about the brand. These three commercials became the template that turned Dr. Sam into a local brand juggernaut.
"Mom"
"New England Doctor"
"Screws"
PRINT
Leave 'em wanting more. The 1/4-page print for Dr. Sam's is short, sweet and to the point. One benefit at a time. Authentic. Always featuring a quote from Dr Sam that speaks directly to the sensibilities of his no-nonsense Yankee patient.
DIRECT MAIL
It was time to introduce the new brand name to existing patients. The copy simply lays out the why of the new brand, who It was for and what it was about,. Patients loved it.
COLLATERAL
The brochure was a chance to tell the core patient more about Dr. Sam. It was also a place to let folks have a few important eye care, tips for themselves, their children and their parents. Because hey--Dr. Sam cares.
