The changing global landscape is driving more and more patients to seek options for remote care. For Epiduo® Forte Gel, the changing healthcare environment opened up an opportunity to create a compelling, digital way for them to understand their acne treatment options. In order to strategically position Epiduo Forte Gel ahead of its competitors, a chatbot was implemented on the brand’s website that encourages patient engagement and prescription adherence through medically and legally compliant content.
Motivate patients to ask their doctor for a first-time Epiduo Forte Gelprescription
Encourage prescription adherence
Cultivate increased web audience engagement with the target audience: teens that suffer from acne
Differentiate Epiduo Forte Gel in the competitive acne market
Chatbots in Healthcare
Chatbots present an excellent opportunity for healthcare brands to maintain healthy communication with patients. Market-wide, there are just over 1 billion searches for health information performed on Google daily, and 20 million patient and HCP digital conversation sessions per day, according to Google Health. Put simply, there is a growing market to provide patients a digital avenue for quick text conversations to understand vital information about their options. Furthermore, chatbots allow patients to quickly get the information they need and greatly reduces the time needed for a human to handle any given query, saving countless hours and thousands of dollars year over year.
Beyond implementing the new chatbot, we also provide ongoing chatbot metrics (or measurement) to gain better patient insights that help us better communicate with patients. By monitoring chatbot engagement, we are able to personalize the patient experience, improve the conversation streams and identify more opportunities to increase patient engagement.
The Conversation Tree of Conversion
When we began developing the Epiduo Forte Gel chatbot, we knew that it had to maintain compliance before it would ever get off the ground. So, we partnered with Conversation Health, a conversational AI platform that is purpose-built for the life sciences industry and sets the standard in terms of accuracy and compliance with medically-trained taxonomies, data sets, NLP and technical stack. Together, we worked to create a button-driven chatbot that adhered to appropriate parameters, a challenge many free text-based bots face when it’s time for legal/compliance review.
We designed the in-bot conversation around two key paths of the prospect funnel. At the top, general acne education and awareness. At the bottom, Epiduo Forte Gel education and follow-up consultation with a healthcare provider. This allowed us to gently move a prospect down the funnel from awareness to action regardless of their stage in the lead nurturing process.
5,000+ engagements in Q4
More than 1,100+ unique sessions in Q4
A majority of users opted in to provide feedback via a survey following bot usage
Most users rated the app usefulness as 5 out of 5
More than 72% of users indicated they would speak with their doctor about Epiduo Forte Gel
Chatbots are here to stay – in healthcare, entertainment and countless other industries. As utilization continues to grow, they will play a vital role in lead generation. This mechanism will also facilitate important doctor-patient conversations and shift valuable time that would otherwise be spent in patient care. The Epiduo Forte Gel chatbot continues to engage more patients with acne education and encourages prescription compliance and adherence every single day.
When it comes to oncology, medicine has advanced in big ways. But the business side of running an oncology practice hasn’t kept up. In the age of automation, back-office operations are often tedious, siloed and completed manually. Factors that contribute to misused resources and the growing cost of cancer care. That’s where AC3 comes in.
AC3 is a practice intelligence platform that harnesses the power of data to improve the quality and speed of back-office work. Allowing doctors and staff to trade paperwork and process for a more meaningful purpose—caring for patients. With care being core to their business, the real obstacle was creating an identity that lived up to AC3’s cutting-edge capabilities as well as their impact on patient care.
Bringing Care Into Focus
Cancer is humbling and, most importantly, human. So the branding had to communicate the function of a tech-driven product in a very human way. In addition to a visual identity, AC3 needed a way to talk about themselves to a more public audience. We developed positioning that helped define who they are. And rooted it in the real-world, analog benefits doctors and patients experience. Productivity, revenue, quality of care, this platform gives doctors the ability to do more. A lot more.
For the mark, we took a nod from the company’s namesake—Advanced Cancer Care Centers—and aligned it with the platform’s ability to improve operations within a practice exponentially. We let positioning guide design and the result was meaningful.
With any tech-based product, there’s a concern around sharing proprietary imagery—a challenge we faced when representing the product in a tangible way. Rather than showing the software itself, we focused on the moments AC3 makes possible.
When we took ownership of Lilyana marketing, the community needed a brand that better connected homebuyers to the true joys of living in this community.
Honing in on Key Differentiators
This community is far from cookie-cutter, so it only made sense to highlight the factors that make it stand out in a cluttered and crowded market. For Lilyana, it’s the conveniences and lifestyle that make it a truly special place to call home. With more than 50-acres of green space, the community is packed with natural amenities, numerous parks and things for homeowners to do outdoors. All of which keep the community and people connected.
A Refocused Brand Position
Lilyana is located in Celina, a peaceful, up-and-coming town remote enough to harbor tranquility and close enough to Frisco to take advantage of its entertainment, energy and everything it has to offer. When we began to evolve the brand position, we pulled the thread of accessible tranquility to show prospective homebuyers that it is possible to have it all when you live at Lilyana.
Communicating Joy and Tranquility
We needed a way to portray the very real, and often intangible, qualities that make this community so special. By incorporating bubbles as a visual element, we were able to communicate the true value of a Hillwood community—connection, comfort and an ethos rooted in community. All while positioning Lilyana as a place to pause and enjoy the moment.
In addition to visually refreshing the brand, we also revitalized the brand language to communicate joy in the Lilyana lifestyle. “A place to embrace life’s moments” communicates that Lilyana is a community for people to slow down and enjoy their lives – right here, right now.
Building a comprehensive brand story gives real estate brands more space to have meaningful conversations with home buyers. Developing Lilyana’s position in a cluttered and competitive space helped the brand stand out, and ultimately led to more home sales.
Places are defined by people, and the Near Southside is among the most vibrant and diverse communities in Fort Worth. So, when they approached Schaefer to help them rebrand their identity, we focused on the neighborhood they create and the people and ideas the Near Southside attracts.
We wanted to present that the Near Southside is first and foremost a community where people and business can thrive in an inclusive and supportive environment. The result is a design balanced in minimalism and boldness that allows the artistic soul of the Near Southside to come through, but also be functional enough to carry the brand across everything from way-finding signage to social. The new color pallet represents the diverse voices that stand up for and continue to create opportunities that cultivate community. The updated identity is malleable enough to work across mediums but enduring enough to be used over decades to come.
It is a pleasure to partner with local organizations that build up our community and help them identify their message and purpose, and carry that through to representing their brand. By creating a flexible mark that more accurately represents the community and culture of the Near Southside, we’re hopeful that their message will resonate more deeply with future community members and contributors. The Near Southside is an excellent ambassador and cultivator of the arts and culture that permeate our neighborhood and creating something that elicits that same level of passion is why we come to work every single day.
Building a brand from the ground up is an exciting opportunity and challenge for our team. In this case, the branding needed to reflect the ground, the air, and the ether. The Medical Innovation District (MID) in Fort Worth started out as a disconnected/amorphous physical footprint, an energetic entrepreneurial community, a rich density of medical professionals and patients, and a vision for the future. Altogether, Medical Innovation District was a vision of possibility, so, when they called Schaefer to help name and brand the organization, we entered into an intense discovery process to help clearly communicate the purpose of this local innovation hub. But, can you build a brand from a vision and a mindset?
Generate awareness for Fort Worth’s Medical Innovation District by highlighting differentiation and a cohesive identity and opportunity in Fort Worth
Name, brand and launch district to cultivate direct conversations with key targets and attract them to Fort Worth
From the outset, we wanted to find a path that spoke to entrepreneurs and innovative brands, striking the right balance to attract established healthcare companies and industry disruptors alike. We began strategizing the branding and positioning for MID by holding in-depth interviews with the internal stakeholders of the organization and community. We also wanted to incorporate the proximity to a dense healthcare employment cluster as a benefit of the location, which helps nurture local collaboration. Establishing the MID as a place where people collaborate and innovate solutions was critical to the final branding and positioning.
Refining the Brand Name to Reflect Purpose
When approaching any brand identity, it’s important to carefully listen to the client so that their industry-specific knowledge is pulled through to the final product. For the Medical Innovation District, that meant refining their purpose and clearly communicating it with a unique name. Specifically, the client wanted to get away from the term “Innovation,” which is oversaturated in the marketplace and does not illustrate the process behind innovation, which is the result of constant iteration. So, we looked at the core of innovation and saw a path to an answer: iteration, which is the process of constant improvement and at the heart of innovation.
We chose iter8 as the new brand name for MID. iter8 directly reflects the process by which ground-breaking ideas are created: through constant testing, fine-tuning and evolution. Furthermore, the name more accurately communicates the purpose of iter8’s position in the market and community.
Marrying Entrepreneurship and Healthcare
When we beganbranding the MID, we wanted to focus on bringing to the foreground the opportunity for entrepreneurial development to attract healthcare anchors, which are at the center of medical innovation. Positioning iter8 in Fort Worth as a place to pioneer new ideas in healthcare is a natural fit because Fort Worth is a place that pushes the boundaries of what is possible and creates new doors to open. At the heart of Fort Worth and iter8 is a maverick’s spirit, so we positioned iter8 as a brand that creates new frontiers in the healthcare landscape by fostering innovative ideas powered by community and collaboration.
Unique and ownable name and identity
New launch advertising materials and website to centralize contact with key targets
Make Life Better
You can build a brand from a clear vision of the future and an innovative mindset. For iter8, that mindset will enrich the community of Fort Worth for generations to come. Fort Worth is our home, and it is rewarding to work for a client that helps position the city as a leader in local innovation and drive creative and scientific thought leaders to our great city.
River & Blues Fest is a new kind of music festival, featuring a uniquely American lineup of longtime favorites and soulful up-and-comers in country and blues. Launching its inaugural year right here in the heart of Fort Worth, the River & Blues Festival needed a dynamic identity system to engage and attract music lovers and artists alike across a primarily digital landscape.
Launching a New Identity System
Drawing inspiration from the rhythm and the river, we turned up the volume on the ethos and the experience to allow the vision of the festival to come through. The result was a scalable brand identity that represented the heart and soul of the music itself—a perfect balance of grit and a good time. With so many moving pieces, it was important to create a system that easily blended photography, motion and print elements, but most importantly position this instantly legendary weekend as one that can’t be missed.
Connecting with Our Target Audience
Launching any new brand can be a challenge and making noise about a music festival can be especially challenging in Texas. But, a clearly defined vision and a true one-of-a-kind blend of country and blues music is a fantastic experience to position. To connect with a wide audience, we needed to communicate that the River & Blues Festival is not just a blues festival, but also a country music festival, which appeals to a wide range of local music fans spanning demographics. Furthermore, we wanted to bring the river through in our messaging and identity to illustrate that the festival takes place on the Trinity River at Panther Island Pavilion in the heart of Fort Worth.
Concert Going amid Covid-19
“The best-laid plans of mice and men often go awry.” If 2020 has taught us anything, it’s that anything can happen. But, what no one accounted for, or could have foreseen, was the covid-19 pandemic. River & Blues Fest was meant to make its first-ever debut during the summer festival season. As it turns out, that fell right during the height of the coronavirus lockdowns. Like other big-name events, we had to shift from a traditionally communal live music experience to a socially-distant, socially-conscious festival. Which meant more than a new date to ensure the people attending, playing and working not only felt safe but participated responsibly. In addition to new precautions we needed to communicate that, while the experience might look different, the music still sounds the same. And after all this time apart, maybe sweeter.
Brought a new brand to market and established their brand foundation
Created a flexible brand identity system
Built a new website aimed at ticket sales conversions
Partnered with artists to cross-promote on social and traditional radio
Total digital campaign resulted in more than 150,000 impressions and an above-average CTR
Built an email database from no subscribers to just over 1,500
Make Life Better
Artists and the people who support them rely on gigs and performances to make a living. River & Blues Fest is, without a doubt, going to be a good time. But it’s also going to prop up an art form, a nearly forgotten genre that survives with every chord. More so, it supports the artists, especially the grassroots, independent and often local musicians still waiting to be discovered. We are so proud to work with a client that uplifts the local creative community and is flexible enough to adjust their brand-new music festival to be safe and socially distant. Bringing people together safely is important now more than ever.
The Near Southside is made up of a diverse kaleidoscope of local professionals working in the culinary, arts, entertainment, retail, and service industries. These people and the establishments where they worked were hit particularly hard when the pandemic hit. So, the Near Southside created the Southside C.A.R.E.S Fund, which directly benefits these Near Southside community members.
Awareness campaign to raise $10,000, which will be matched dollar for dollar by a benefactor
Concert stream to raise $50,000 during contribution push
We were tasked with generating awareness and excitement for the Fund to encourage more donations to the artist and service industry members that make up the fabric of the Near Southside community. We created the tagline “We Get By Together,” which illustrates the central message of the campaign and nods to the primary goal of the Fund – caring for our neighbors living and working in the Near Southside.
The Southside C.A.R.E.S Fund serves two important purposes: to generate awareness of the fund, and encourage donations from a wider audience of people who live, work or play in the area. We began raising awareness for the C.A.R.E.S Fund with a social media campaign. It had to be colorful, easy to read, and hyper-share-worthy to encourage community participation, which was central to the campaign’s overall success.
We built a landing page that acted as an informational hub and a place where people could contribute to the fund and find out more about how to apply for aid. The landing page lives at wegetbytogether.com – another nod to the reality that everyone is facing the pandemic, and we’re each in this fight together.
The Concert – Leon Bridges Live from the Southside
As the campaign unfolded the focus shifted from the website, to a free, live-streaming concert put on at Kent & Co. Wines by Near Southside residents Leon Bridges and Abraham Alexander. Both artists graciously donated their time and work to continue to raise money for the Southside C.A.R.E.S Fund. The concert directed people back to the website and encouraged more community support.
More than 7,000 unique viewers on the live stream from all over the world, including Russia, the Netherlands, and Egypt
Exceeded concert fundraising goal of $50,000
A Success for Our Community
The Southside C.A.R.E.S Fund was a rousing success and smashed the initial contribution goals. Thanks to the generous support of Marilyn and Marty Englander, every contribution to the Southside C.A.R.E.S. Fund was matched dollar-for-dollar up to 10K. This means donations doubled in impact. But the Fund would not have been as successful without tremendous community support.
Campaign Results to Date
More than $143,588 raised
1,980 individual donors
569 grants awarded
As we continue to cope with the effects of the coronavirus pandemic, Southside C.A.R.E.S. is committed to supporting the district and the people who make it up. As a member of the community, it is our honor to help the Near Southside raise awareness and support for people in our community.
This campaign and community concert would not have been possible without the incredible support and contributions from some of our local partners. Their generous donations and dedication of time and energy brought this fund to life and has helped improve the lives of people living in the Near Southside.
Legacy. Capability. Values. Intention. These are big ideas that drive everything Hillwood Communities builds for the communities they create. So, when Hillwood needed a brand refresh and updated messaging, we leaned hard into these core tenets to accurately summarize the massive impact Hillwood has on the communities they build and the people who live there every single day. We needed to communicate these central beliefs in a cohesive and convincing brand brochure that would attract home buyers and investors.
When creating updated messaging for Hillwood, we expanded on the word “community” to accurately define the effect that Hillwood has on each of its developments. “We Create Community,” is the direction that we decided upon for the updated brand messaging. From Live Smart amenities to featuring a community garden, Hillwood takes extra steps to make each development a unique place to call home. More than that, Hillwood’s offering of communities, each with their own natural aesthetic and intrinsic values, ensures that there’s a Hillwood Community for every new homebuyer.
A Refreshed Brand Brochure
The Hillwood corporate brochure is where homebuyers and investors can interact with the Hillwood brand on a more extensive level. It needs to convince investors that Hillwood is an excellent investment opportunity and communicate to homebuyers that there is a community waiting for them underneath the Hillwood brand.
Evolved Brand Identity
Hillwood is a pioneer within the community development space. Each community they build focuses on elevating the quality, innovation and sense of community for their homeowner, offering unparalleled conveniences, all while taking subtle and grandiose steps to harbor a real sense of community among the neighborhood. Beyond the amenities that they create for their homeowners, Hillwood emphasizes the natural beauty of the land that they build on and rely on its inherent attraction as a central selling point. Every single step is taken with incredible intention aimed at improving the life of each resident.
The brochure connects all of these points by giving a detailed overview of each Hillwood Community and featuring evocative imagery of the natural aesthetics that define each community. Beyond the physical characteristics that define each community, we used imagery that captured the shared experiences and everyday interactions the amenities and walkways create. Each of these visual stories creates a compelling argument for why new home buyers should call a Hillwood community “home.”
For potential investors, the legacy of pioneering big ideas and sparking engagement are enticing selling points that illustrate the long term and historical health of Hillwood Communities, which makes it a desirable investment. Sharing the story of Hillwood’s success and legacy right up front, aided by the visuals illustrating where Hillwood operates communicates the strength of the brand and implicitly tells investors that this is a worthy investment.
Covid-19 has changed everything and college football has not been immune to the impact of the pandemic. We partnered with TCU Athletics to expand on the tradition of the Riff Ram Video and create a hype video during the first-ever, socially-distant TCU football season. During normal circumstances, this hype video would run in the stadium to invigorate the audience, but under quarantine protocols, fans cannot attend the games and cheer their Frogs to victory. So, how can you inspire fans at home to leave their seats and chant along to “Riff, Ram, Bah, Zoo?” By connecting them.
The video begins by nodding to the new reality of the fan experience. Football is part of the fabric of American life, Zoom is too now. Showing fans in the Zoom space and having them breaking the grid is a fun way to show that no matter where you Riff Ram, you’re cheering with s fans across ages, places and even a pandemic. Despite the virtual barriers (and real ones presented by pandemic quarantine protocols), we’re always connected as a part of the TCU fandom family.
The video illustrates to fans that we aren’t really that far from each other. From the athletes and students, to the family watching at home, we’re all living under a new normal. And while we can’t gather in person, we can find solidarity and spirit in the fact that we’re all in this together.
Creating this video during the Covid-19 pandemic was a challenge that required our team to solve problems that we’d never confronted before. The big question was, “how can we keep everyone safe while producing an effective video that serves campaign goals?”
The entire spot was shot on a green screen with all but two shots featuring one person at a time. Every background was added in post and every action and camera move had to be planned out prior to filming. Each crew member wore masks while we were working, and the only unmasked people in the studio were the on-screen talent. We booked each of the actors with their own timeslot to minimize their exposure to others. However, this made each studio session incredibly valuable as we could not invite the actors back for re-shoots later.
The game plan for this shoot was nearly as planned, practiced and choreographed as Gary Patterson’s defense (almost).
The shoot was difficult, but the team at Red Productions made collaborating on such a meticulous production much easier, more enjoyable and pretty impactful!
Concept by: Schaefer Advertising Co. Produced by: Schaefer Advertising Co. and Red Productions.
Acne is the most prevalent skin disease in the United States, yet most of us don’t see the struggle that happens beneath the surface. For Acne Awareness month, our client – a major global pharmaceutical manufacturer – wanted to educate the public and healthcare providers about the unseen emotional realities of acne.
We created an unbranded educational campaign with the goal of combining the data and the human element to show people with acne that they are not alone and empower them through a sense of community. Beyond educating the general public, it was important to connect healthcare providers to the patient experience. By showing them the daily struggles of people with acne, healthcare providers can begin treating acne beyond the surface and focus on healing the individual in full.
The result is a powerful campaign that brings a silent battle to the surface and shows people struggling with acne that they are not isolated with their feelings.