Brand Development Case Study:
As healthcare becomes big business,
GHFA embraces the personal touch
of a small business.

Grand Haven Foot & Ankle was ready for a brand refresh and a marketing strategy that would help them compete against the growing pressure from big-business healthcare companies setting up shop in the area. To build their brand and position them uniquely from the competition, we began by identifying their “UNIQUES.” 

1) Patient Experience

GHFA is locally owned and consciously operates differently from the corporate healthcare giants. By giving patients more time with the doctor, more affordable pricing, and accommodating urgent appointments, GHFA raises the bar for patient care. Bottom line, they run their practice by the Golden Rule. 

2) The Tri-Cities’ Only Locally Owned, Dedicated Podiatry Practice

3) More In-Office Capabilities 

(including X-rays, minimally invasive surgery, and custom braces)

We put our heart into every sole.

First, they needed B2B communication tools to build a strong referral network among their healthcare colleagues. 

Next, a B2C advertising campaign to demonstrate high-tech capabilities and hometown credibility. 

A local presence, neighborly personality, and
superior patient experience make GHFA’s
brand the new standard for patient care.