Vital Signs Way Up in Just 4 Months
FreemanWhite, a 100-year-old architecture firm with extensive expertise and leadership in designing healthcare facilities, came to Hinge with two branding problems: 1) their emergency room practice was overshadowing the rest of their firm; and 2) they needed to attract top talent to keep their business thriving.
Repositioned to Lead
We began the engagement with a comprehensive suite of research to fully understand how the market perceived FreemanWhite. We repositioned the firm as leading designers of complex healthcare facilities, including emergency rooms and ambulatory care centers. We supported this positioning with a robust content marketing program that has exposed them to a new international audience and hospitals and systems around the United States.
At the heart of their new marketing program is a new website. It includes a recruiting microsite, a compelling offer strategy and a platform for sharing expert content. Since our initial work with them, FreemanWhite has joined forces with Haskell to form the nation’s first wholly integrated healthcare delivery firm.
Taking on Ebola
We also helped FreemanWhite take command of current events. At the onset of the 2014 Ebola outbreak, our team recognized an opportunity to raise the firm’s profile. We secured opportunities to contribute to the Centers for Disease Control blog and Becker’s Hospital Review. These pieces discussed the importance of emergency department design on the containment of infectious disease. By taking the initiative, FreemanWhite positioned itself as an engaged thought leader — and generated inquiries from 29 hospitals they had never spoken to before.