Dr. E. Shanika Esparaz, a renowned ophthalmologist and retina specialist in Cleveland, decided to leave insurance-based medicine behind and open a direct pay practice to provide her patients with more personalized care. What makes Dr. Esparaz so unique is that she’s double board-certified in both ophthalmology and lifestyle medicine, allowing her to provide truly comprehensive services in the prevention and treatment of life-altering eye disease.
The Zeal team was tasked with developing a brand and website that appealed to Dr. Esparaz’s target demographic – which is the senior population – while representing her as the vibrant, experienced, and motivated physician she is. In addition, the website and marketing collateral needed to connect with referring physicians, including optometrists, primary care providers, and diabetes specialists.
Envision’s new brand started with a captivating logo based on our creative strategy. The combined eye representation and rising sun symbolizes a new dawn for Envision patients and a brighter future ahead. We also ensured the color palette and graphic elements were contemporary, cool, and approachable.
The website incorporated brand elements that played of the curvature of the human eye, including rounded graphics and picture graphics. Custom photos of Dr. Esparaz and inviting stock photography along with conversational copy create a warm and friendly environment that reflects the client’s engaging personality.
The new Envision website speaks to both of Dr. Esparaz’s audiences – current and prospective patients and referring physicians. Plus, by succinctly highlighting the advantages of direct patient care and outlining its cost benefits, website visitors can quickly determine why a membership-based practice is right for them.
Once the site launched, Zeal and Envision collaborated on a marketing strategy to connect directly with seniors seeking care. While Envision actively advertises on social media to reach different targets, we found that direct mail and informational seminars/dinners were especially effective in attracting older patients to her growing practice.