Body Logic Physiotherapy is one of Perth’s most well respected physiotherapy practices. Their high standards of musculoskeletal, sports and pelvic health physiotherapy has produced growth beyond the leadership team’s initial expectations. A strategy to support the continued growth was to separate their divisions, creating specialised-brand identities.
Women’s, Men’s and Pelvic Health is a key area of growth headed by specialist Physiotherapist Dr Judith Thompson. Client feedback indicated some difficulty in reconciling the intimate nature of their pelvic health needs and the generic physiotherapy text and visuals of the practice’s website. Judith and her team decided the pelvic health division would benefit from the development of its very own brand identity that better reflected the client’s area of need.
The first decision was to choose Pelvic Health Physio as the brand name. It was short, punchy and as a phrase perfectly matched what the clients were seeking, and their medical practitioners referral advice – “You need pelvic health physio”. So, the domain name of www.pelvichealth.physio was a logical choice for the division’s new website.
When developing the text for the website Judith was conscious of making it specific to the problems experienced by her clients. She divided the services into three specialty area; women, men and children – and then identified the most common problems they experienced. In this way the text is less about the services the practice offers and more about the problems and concerns that the prospective patients have. The text, including the “Talk to us” hyperlink buttons invite a conversation, as the first step in building a positive relationship and then the service.
As a second step toward building a relationship Judith’s brand identity strongly revolves around colours. Pastels were chosen because their delicate, feminine and clean traits have a psychological softening affect. Pelvic Health Physio uses three pastel colours, one for each of its patient groups – dusty pink for women, grey for men (to provide some masculinity) and green for children. The brand colours are not just used on the website but throughout all aspects of the clinic, such as wall colour, signage, furniture, stationary and as colour coding for each patient group – making management just a little bit easier.
The images on the website are specifically pelvic health related and show the consultative nature of the care provided and the joy involved in the process. The overall impression is one of understanding and specificity, which is just the impression Judith was seeking for the specialised brand.
Recent Comments