Our client, Dr. Richard Krathen, and his practice, Florida Dermatology Specialists (FDS), came to us just before they celebrated their first year in business. He had worked with a prior agency to create a logo and website, but as we all, a logo is not a brand. In initial discussions, it was clear to us that, if done properly, this brand had a lot of room for growth. So we needed to start with the brand platform and then develop a comprehensive marketing plan. 

We began our work with a competitive analysis and deep dive with the brand stakeholders. Dr. Krathen has invested in the Entrepreneurial Operating System, so some of our foundation was already laid out including core values and brand pillars. In our development of the brand platform and based upon our initial analysis and experience in the dermatological field, it was clear that FDS is unique in that they offer the highest level of care compared to other local practices. This is due to Dr. Krathen’s double board-certifications and fellowship training in Mohs surgery and being supported by a team dedicated to taking patients on the journey to healthier skin.

As Florida Dermatology Specialists was a brand still in its infancy, they did not have a comprehensive marketing strategy. In order to attract new patients and have their both locations running at full capacity, our marketing goals were to create awareness and communicate the brand foundation of FDS. Our focus was on the older demographics with insurance living in the areas surrounding the two practice locations.  

Based on this strategy, our tactical marketing plan included building a digital presence by cleaning up his digital footprint, running Google Ad campaigns, and engaging and growing followers on social media. We also utilized his own content channels (social, email, website) to deploy consistent marketing messages. In addition to digital, we launched a print ad campaign through local publications and targeted out-of-home to remind people on the pickleball court to wear their sunscreen! 

To ensure our marketing messages were to be effective, we developed a key messaging guide based upon the approved brand platform. As there are different target audiences depending if we are communicating Mohs surgery or cosmetic offerings, this document serves as our team's guiding light for copy. It includes short and long form about copy accompanied by headlines and call to actions.

In the first quarter of launching our marketing plan, Florida Dermatology Specialists saw a quarter over quarter increase in web traffic of over 80%. More importantly, the following quarter, the practice saw an 87% increase in new patients YoY. This increase is a true testament that developing effective marketing efforts—a strong brand foundation and a strategic marketing plan—is crucial for growth of the business.

Expanding on the Brand for 2025

This December, we launched a brand new website for Florida Dermatology Specialists. Through this process, we completed an audit of their current website, created a new sitemap and architecture alongside a content strategy, resulting in a fresh, user-friendly experience for patients.

About Pyper, Inc.

Pyper, Inc. is driven by achieving marketing results for our clients. From B2B to B2C, we help clients communicate with their target audiences across tactics. We’d love to hear about your current marketing efforts, and see how we can help you reach your goals. Contact us today.