Drake Systems Group, Inc. is an independent advisory firm dedicated to planning and designing audiovisual communication systems for the healthcare industry. They work with architects and healthcare professionals to help translate their strategic vision into functional, cost-effective systems. Clients rely on them to provide objective advice and realize the promise of future technologies.

Our Challenge: DSG is already a successful organization. The problem was, that they didn’t ‘look’ successful. As they often competed against national or international competitors, sometimes they were overlooked because they didn’t present themselves in a manner that reflected the quality of their work. It was important that their new marketing materials met two objectives – 1) make them look as savvy and credible as they really were, and 2) motivate two unique audiences simultaneously - health care architects and hospital/medical construction decision makers.

The Result: To date, KCG has successfully redeveloped their brand via a logo, website (including copy and design), a CEO interview, photography, and key talking points that are used in a variety of sales materials and collateral. Media relations activities are slated as the next step.

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Marketing & Advertising
Providing Consistency To An Existing Brand

USC University Hospital is a private, 411-bed research and teaching hospital and has established its place as one of the nation’s preeminent academic medical centers. USCUH is also a clinical research partner of USC/Norris Comprehensive Cancer Center, a National Cancer Institute-designated Comprehensive Cancer Center.

Our Challenge: Although USCUH/USC Norris Cancer Hospital works with a large ad agency, they have found themselves in need of additional strategies, various collateral materials, and a host of miscellaneous tools to help complement the existing brand image, without paying agency rates.

Results: KCG was developed for this exact purpose – to provide that ad agency level of service and solutions, without the ad agency prices. We have successfully worked with USCUH/USC Norris helping them develop a plethora of complementary tools to enhance their brand, including direct mail to referring physicians, copywriting, hospital fact sheet, trade show booth, nursing recruitment collateral, lecture invitations, internal WiFi promotion, etc.

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Commemorative Program Development
National, Televised Fund Raising Event

Celebrating its 20th anniversary of raising funds and awareness for the homeless in America, Comic Relief, Inc., aired on HBO/TBS a star-studded telethon in Las Vegas with a live remote from New Orleans, hosted by Billy Crystal, Whoopi Goldberg and Robin Williams. All proceeds for this year’s event were earmarked for families in New Orleans affected by Hurricane Katrina.

Our Challenge: To produce (create, write, design, print, deliver) a 68-page commemorative program that provided detailed information about the organization’s mission/anniversary, the ongoing plight of families still struggling from Katrina’s wrath, and highlighted the celebrities and talent that helped make this year’s broadcast a success. Oh, and all of this needed to be done in just over one month.

Results: Coming in on target, on time, and on budget, our program was successfully distributed to over 4,500 people in attendance at the Las Vegas show, and over 1,200 VIPs at the New Orleans show.

Brochure
Carotid Artery Stenting

Based in ultra-competitive and ultra-exclusive Beverly Hills, CA, cardiologist Hooman Madyoon, MD found himself in the unique situation of being one of the only qualified practitioners in the area to provide new methods of carotid artery stenting.

Our Challenge: To create marketing materials sophisticated enough to send to referring physicians while remaining simple and non-intimidating to prospective patients.

Results: The combination of great writing and appealing graphics created a powerful and effective tool to market his services that has helped solidify Dr. Madyoon as a leader in the field.

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Media Relations Added To Traditional Advertising Methods
Clinical Trial Patient Recruitment

Southern California Heart Centers is a site in a national clinical study to investigate the safety and effectiveness of a new implantable pulse generator called the Optimizer™. The Optimizer System is designed to deliver electrical impulses to the heart for treatment of moderate to severe heart failure.

Our Challenge: Create a multi-layered and multi-ethnic marketing campaign to recruit heart failure patients to the study.

Results: In addition to the hundreds of phone calls received via radio spots and newspaper ads in just a few weeks, the story aired via KNBC evening news generated dozens of more calls within hours of airing.

Web Site Development
Using Humor To Heal

The Humor Collection was created by a 3x cancer survivor to provide free access to comedy resources, and to teach the importance of having a humor library within a healthcare setting.

Our Challenge: To develop a new, fun and professional web site that will motivate and educate healthcare providers to increase the humor quotient in their organization.

Results: Using site optimization tools and postcards to targeted audiences, visitors to the new website increased three times over the prior year’s numbers within six months, for a total of over 5000 visits per month. Monthly visits continue to remain steady, and directly improve after each targeted direct mail drop. Visit www.thehumorcollection.org for more information.

Direct Mail
Selling Radiology Services To Prisons

American Correctional Solutions (ACS) is a leader in providing cost-effective, onsite healthcare services to state, county & federal prison populations. The challenge of providing quality radiology services to an inmate population has become more difficult than ever before. And, with massive budget cuts hitting hard within the correctional institution environment, every dollar must count.

Our Challenge: To promote the financial benefits of ACS’s new digital radiology services directly to decision makers of correctional medical care.

Results: One direct mail piece was developed, using humor, eye-catching illustrations to help break through the clutter. Considered a great “door opener” and conversation piece, ACS executives experienced significant positive changes in name recognition and a new ease to the sales process. The mailer continues to be used as a successful sales tool.