Creating a Brand in 30 Days All the key elements of the first Renova Hand Centers campaign–from the name, logo and website, to the first television and radio spots–were planned and executed over the course of 30 days. We focused on creating a strong, inviting brand that could be strategically launched across multiple platforms. Since we began our work with Renova, the company has expanded into several health care specialties. As Renova grew, we developed the umbrella brand of Renova Health to include hand, foot, and spine specialists.
FROM EMOTIONAL TO LOGICAL Renova’s brand appeals to patients longing for warm, compassionate care, so we focused on the emotional aspect of pain relief in more indirect mediums like outdoor and radio ads. Direct and interactive mediums combine this messaging with informative language about procedural therapy and Renova’s innovative treatment options.
BRIDGING THE GAP – AWARENESS TO ACTION The Renova website is a lead generation site built around an innovative lead and conversion tracking system that tracks users throughout the purchase cycle. The system is able to identify users the first time they call or visit the site and track them all the way through to actual in-office care and treatment. It also provides us with valuable insights needed to quickly and effectively tailor media strategies.
ON THE AIR As one of The Page Agency’s most involved media planning and buying projects, Renova Hand Centers enjoyed a strong, sustained surge in traffic following the campaign’s launch on October 14, 2013. The spots improved traffic tenfold, leading to greater interest in the site, more interaction with the brand, and a healthy boost in lead generation for the client.
