StarMed Healthcare

Emails for StarMed Healthcare’s newly acquired mental health clinic, StarMed Behavorial Health

StarMed Healthcare, an independently owned medical center based in Charlotte, North Carolina, embarked on a comprehensive rebrand to solidify its position as a trusted healthcare provider for the citizens of Charlotte and beyond. The rebrand aimed to reflect the company’s commitment to delivering high-quality, accessible care while staying deeply connected to the community it serves.

The goal of the rebrand was to enhance StarMed’s presence and strengthen its identity as a local healthcare leader. The visual redesign included modernizing the logo, updating the color palette to convey trust and professionalism, and refining the overall brand aesthetic to create a more approachable and compassionate image. The brand messaging was also fine-tuned to emphasize StarMed’s dedication to its patients’ well-being, offering accessible healthcare options that prioritize both physical and mental health.

The rebrand extended across all customer touchpoints, including the website, patient materials, social media platforms, and signage. A user-friendly website was developed to provide a seamless patient experience, with easily accessible information on services, appointments, and health resources. Digital and print materials were redesigned to ensure consistency across all platforms, with the aim of delivering a unified and professional brand experience.

This rebrand not only helped StarMed Healthcare stand out in an increasingly competitive healthcare market but also reinforced its strong ties to the local community. It communicated the organization’s core values of quality, compassion, and accessibility while positioning it as a forward-thinking and patient-focused healthcare provider dedicated to serving the diverse needs of the Charlotte area.

We conducted extensive market research to analyze the target audience. Based on our insights, we devised two distinct marketing campaigns, each tailored to a different audience segment. The first campaign focused on working moms, while the second targeted another key demographic. Each campaign’s strategic targeting and carefully crafted messaging contributed to impressive results. The overall outcome was a 35% increase in brand awareness and a 20% increase in inbound calls, demonstrating the effectiveness of our approach.

However, the standout performer was Campaign A (working moms), which yielded an exceptional 57% open rate for email communications and a 31% click-through rate for banner ads. These metrics showcased the campaign’s resonance with its target audience and its ability to drive meaningful engagement.

The success of these campaigns underscored the importance of audience segmentation and personalized marketing, ultimately enhancing both StarMed’s visibility and customer engagement.

Campaign A (working moms, female, 25-50)

During our research, we uncovered a striking statistic: nearly 75% of working moms are either actively seeking therapy or have reported a need for mental health support. This insight revealed that working moms represented the largest and most underserved demographic in our target audience. Given the magnitude of this finding, we made the strategic decision to focus an entire campaign specifically on women’s health, with a concentrated emphasis on mental well-being.

By tailoring the campaign to address the unique challenges faced by working mothers—such as stress, work-life balance, and mental health—we were able to create a message that directly resonated with their needs. The campaign aimed to raise awareness about available mental health resources, offering support and guidance in a compassionate, understanding manner.

This targeted approach not only aligned with our audience’s most pressing concerns but also positioned StarMed Behavioral Health as a trusted resource dedicated to improving the well-being of working mothers, ultimately fostering stronger connections with this key demographic.

Campaign B (family, male + female, 25-50)

In addition to working moms, we discovered that nearly 35% of family units were actively seeking therapy or had reported a need for mental health support. This insight led us to identify this group as our secondary audience for Campaign B.

Recognizing that family dynamics and the mental health challenges faced by families as a whole require tailored support, we developed a campaign aimed at addressing the unique needs of family units. This campaign emphasized the importance of mental well-being for all members of the family and highlighted available resources for both individual and collective care.

By focusing on the broader concept of family mental health, Campaign B aimed to reach a demographic that was equally in need of support but with slightly different concerns. This holistic approach allowed us to extend StarMed Behavioral Health’s message of care and support to a wider audience while remaining deeply connected to the needs of those seeking mental health services for their families.