SMC X Physioactive
The Smith Marketing Consulting team working on this project was led by Jacqueline Hall and project consultants included: Veronica Dyment, Alexandru Ionita, and Mika Backman. Our operations director, Julia Bourque also assisted in the efforts of this project.
Introduction
Over the past four months, part of the Smith Marketing Consulting team has been hard at work redeveloping the brand for Physioactive. In order to inform these recommendations, consultants conducted an audit of the current Physioactive marketing landscape and identified areas of improvement. Accordingly, the changes and updates reflect structured training and professional insights in the field of digital marketing.
Meet the Client
Physioactive is a physiotherapy clinic based out of Thornhill, ON. Their primary focus is on the client; regardless of what musculoskeletal issue they may have, their goal is to help clients reach theirs. This is achieved by treating both the symptoms and the cause for sustained well-being. The Physioactive value proposition is to provide clients with quick access to the most knowledgeable professionals that can help improve their quality of life. Not only are they physiotherapists experts, but they also take the time to provide a personal interaction for superior care.
When learning more about the customer base, we discovered that health and wellness is a very personal topic, and that some clients may feel vulnerable seeking and receiving care. Therefore, Physioactive needs to be sensitive and thoughtful with their communications strategy. Specifically, there is a strong need for positive messaging. This means to focus on wellbeing and safe activity, rather than just pain relief. This understanding set us up from a marketing development perspective to build a strong brand that will support the client relationships in the long term.
Outcomes
The purpose of the Physioactive Brand Guide is to explain the ideas and rationale behind the branding, and why SMC recommends this pivot. The package is a comprehensive manual designed to standardize all materials created by and for Physioactive. Specifically, any content assets that will be used for the website and/or social media platforms. We recognize that marketing is not a core function of Physioactive so we hope that this document is both useful and informative. With that in mind, branding can shift within the parameters of the branding guide.
The new Physioactive website was adapted to match the new branding developed by our team. We attempted to make thoughtful choices in the colours and visuals to display a welcoming and professional look. It is important that the website reflects the core values of the physioactive brand while being extremely user friendly given the audience and core customers of physioactive.