Incite Creative to Design Center for Vein Restoration’s Patient Information Materials –
Center for Vein Restoration (CVR), with 18 clinics in Maryland, Virginia, Washington, D.C., and Michigan, is a rapidly growing group of clinics in venous insufficiency, the medical condition behind varicose veins and spider veins. As the company continues to thrive, it has been seeking ways to improve the communication of its services to its patients. As a result, CVR reached out to Incite Creative to help expand its offering of patient information materials.
It is estimated that 10 to 20 percent of all adults in the US are affected by venous insufficiency, with conditions ranging from embarrassing looking veins to severely curtailed mobility due to pain, fatigue, ulcers, and more. CVR hired Incite Creative to design new patient brochures and handbooks — building on CVR’s successful web and print advertising campaign — to better educate patients and their families on treatment options as well as help to continue the building of Center for Vein Restoration’s brand.
MyCity4Her recently caught up with Incite Creative’s dynamic founder and President Dina Wasmer and discussed the concept of working with people you love, targeting the right clients and more. Dina had the following to share regarding winning the prestigious contract, as well as her thoughts and insight regarding Marketing.
Dina, this is a great coup for your firm – why do you think that Vein Restoration came to you to design their Patient Information Materials?
Here’s what the client’s initial email said:
So, why did I call you this morning? I was researching local design firms and came across your website. I was impressed by the full range of services you offer, and particularly the design capabilities you showcased. I am currently working with all outside contractors at this time, with the exception of my webmaster.
I have filled their plates with a wide variety of B2C and B2B projects, and everyone is swamped. At the moment, I’m in a crunch to redesign and produce new B2C brochures our clinical locations in Maryland, Virginia, DC and Michigan.
How did you become so well known and specialized as a graphics design and communications leader in the medical industry?
My first “real job” was at Johns Hopkins School of Public Health. There I was thrown into running the entire Publications Department and worked directly with researchers, the Dean of the School, public affairs and development teams. My expertise and portfolio paved the way for my subsequent role at an ad agency where I was given numerous healthcare clients/projects, and my work carried over into one of Incite Creative’s core verticals when I started the company 12 years ago. Since then we’ve provided services for a wide variety of healthcare/medical clients: http://www.incitecreativeinc.com/healthcare-and-education.php and our clients find comfort in knowing that we “get it and them”.
What do you think some of the common misconceptions larger companies have when it comes to effectively communicating their unique value proposition?
That they have to “do it all”. I think many of them lose sight that specializing in 1-3 areas will serve them well. Also, oftentimes they lack a clear focus on who “should be” (different than “who is”) their ideal customer and therefore tend to market to them in the wrong way. Many companies, large and small, emphasize why they are good/the best, but tend to lose sight of why their customers should care.
What is in your expert opinion the strong foundation for an effective marketing and communications plan?
We won’t start writing or designing a thing until we determine what the Client’s Positioning Statement is (who are you, what do you do, for whom, what makes you special/unique, and how can you prove it). It serves as a foundation for all future efforts, be them writing, design, online, offline, but also helps keep their business and people focused and moving in the right/same direction.
What are some of the biggest mistakes you see company’s large and small making when it comes to branding their unique value proposition and effectively communicating with all stakeholders?
Even though every company has a “boss”, sales teams and stakeholders will be more apt to support decisions, especially overarching branding and value proposition statements, if they were able to give their input at the onset and really feel as though they’ve been heard and their input considered. Although I’m not suggesting or advocating “decision by committee”, it is critical to success that companies and organizations alike consider their internal team perspective as well as their external/constituent perspective before drawing a line in the sand and proclaiming their value proposition. It will be better received and supported and build brand ambassadors for a long-lasting, sustainable and consistent brand message.
What about this particular project most appeals to you?
From the initial correspondence with the client, I got the sense that she was going to be fun and easy to work with. She’s very organized, open to our ideas and it’s been a mutually respectful collaboration thus far and I expect it to continue. While the subject matter, scope of project (writing/editing and design of 3 brochures so it’s a nice, comprehensive campaign), ya gotta love working with someone you like! And I have a personal connection to/affinity for medical/healthcare related projects – the challenge of balancing clinical and personal to strike a cord with the target audience is fun for me.
When you are not working, how do you like to spend your time?
Well, it was walking and playing with my dog and taking him for car rides but…he passed away 3 weeks ago so…this time of year my landscape architecture and design come into play. My yard looks fabulous! 🙂 I also play golf, ride my bike and enjoy cookouts with my friends and family.
What do you think has contributed to you building such a successful firm and career?
I’m a stubborn Taurus bull so there’s inherent tenacity I suppose, coupled with the work ethic I learned from my hard-working parents at an early age. I also love what I do so I enjoy getting up each day and diving into the next challenge and helping the next person, company or organization who can benefit from my skills and experience is rewarding for me.
What is your biggest pet peeve when it comes to your industry?
Incite Creative is a “marketing and graphic design firm” and this has helped us differentiate ourselves from the pack of designers out in the world so this peeve doesn’t surface as much as it used to but there’s still the notion that graphic design is about making things “look pretty” which implies that it’s simply a cosmetic or aesthetic or subjective or “art thing.” Graphic design is visual brand-building. It communicates a message, a personality, a perspective and a perception. It has value and it has worth and not everyone can do it well/successfully.
Do you think women instinctively make better Marketing and Communications professionals?
Ooohhhh….interesting question! Well, considering that over the last 8 years of teaching I’ve had one “token” male on my roster each year it’s safe to say that the trend is the women pursue this career more so than men. As for who’s better…I wouldn’t go on record to say that women are better Mar/Comm professionals. I would however, say that history and data supports the fact that women are better communicators in general so it would stand to reason that women would do well in this industry, provided they have the support skills along with their seemingly innate communication skills. But…there’s also the stereotype that men are better at math so…tough call.
What is the single best business advice you’ve ever been given?
My very own dear colleague Maria Fuster about a year ago told me that she noticed that I sometimes slouch during meetings and/or put my elbows on the table and my hands on my face/chin. I wasn’t aware of it and she pointed out to me that it comes across like I’m disinterested or tired. I had no idea that my own body language was sending a potentially damaging signal! Since then I’ve been much more conscientious of my body language and sitting up straight if seated and in person, and even if on the phone, because I realized that even my voice would change if my lungs were open, and my presentation would come across more confidently.
