Established for over 30 years, Westmead Fertility Centre (WFC) is Australia’s largest fully independent, private fertility clinic. They pride themselves on offering a full-service professional treatment in a caring environment. Their philosophy is to keep their charges to a minimum so that as many people as possible can afford their services.
The members of the management board were keen to increase the centre’s profile and differentiate Westmead Fertility Centre as a leader in the area of fertility treatment services. They also wanted to better communicate with potential patients and improve relations with its existing patients.
As part of a considered strategy, C2M developed a full patient communications plan for Westmead Fertility Centre incorporating a fresh look, digital and social media, traditional print publications.
The elements of the campaign included:
- a new logo representing the ‘puffball’ of the dandelion ‒ a symbol of hope, fertility and of wishes come true
- information booklets – including a patient handbook and diary
- total revamp of the website introducing interactive tools, ability to book and order services online and direct communication to nurses and administration staff
- social media campaign incorporating follow-up emails; e-bulletins and original news stories fed through Facebook and Twitter
- revision of slideshow presentation.
Through intensive research and interviewing patients, C2M were able to map out the information needs and emotional requirements of a patient from the moment they first contacted Westmead Fertility Centre by email or phone.
“By providing them with information on what to expect from the treatment process while constantly reassuring them of the centre’s credentials and affordability, we make their decision to choose Westmead Fertility Centre natural and comfortable,” Director of C2M, Wallace Long said.
“It was quite a large and complicated undertaking involving video shoots, filming, a company/logo style guide plus working on the various print and electronic elements simultaneously. We needed to make sure that all the elements worked together to reinforce consistent messaging.”