The Oregon Clinic Provider Directory
CONTEXT
With over 270 providers and 30 specialties, it was necessary to create a directory as a reference for providers inside and outside of the clinic. We found that many providers still preferred to use an analog directory that they could hold in their hands.
OBJECTIVE
The objective of the directory was to generate awareness and referrals for providers at the clinic. Additionally, it would provide information on locations, services and specialties offered at The Oregon Clinic.
RESEARCH
As a marketing team, we researched directories from other healthcare facilities and brainstormed how best to layout the book and tabs. I also researched and learned how to execute a data merge in InDesign to make the flow as smooth and as accurate as possible. My goal was to style and edit as much as possible so that I would have less tedious work to do once the content was added to the pages.
PROCESS
To assist with the data merge, we front-loaded much of the work into updating every provider and location profile for accuracy on the website. The pages required a lot of formatting and exact paragraph styles for a successful data merge. I also had to update and batch edit provider photos as well as illustrate maps of locations.
FINAL
This project was a huge success and even though we did not have the budget to track metrics, we heard anecdotally how helpful the directories were to providers. We were able to provide outreach to our top referrals as well as clinics where we could generate new referrals.
In addition to awareness and outreach, we were able to update our entire website with accurate information. Providers began taking an interest in marketing because they began to see the effect it could have on increasing business as well as reputation in the community.
