MD Squared: Reimagining CX/Content for the Founders of Concierge Medicine
Client: MD Squared
Agency: BORN Group
Services: Content Strategy, Voice and Tone Exploration,
Local SEO
Related Practices: UX/CX, Art Direction, Visual Branding
MD Squared is the healthcare organization that originated and defined the entire category of concierge medicine.
The client wanted an experience unlike any other in healthcare, something that would differentiate them from all other private or concierge health organizations.
Reimagining the Voice of a
27 Year Old Brand
MD Squared engaged BORN Group with a simple brief: to set them apart from every other organization in their space.
As the founding organization in concierge medicine, MD Squared developed an unrivaled model of care that fully centers each of their patients.
Everything was on the table: A new identity conveyed through words, imagery, and movement.
The Approach
MD Squared as a brand, needed a tactile approach. We wouldn't "get" it from behind a Zoom screen. So, our creative team worked with the organization's key creative and strategic stakeholders, who gave us full access to an archive of graphics, designs, and even tomes. We delved into a two-day, on-site workshop to understand every nuance:
01
The Voice
Subtle, luxurious but warm, like worn-in cognac leather.
03
The Priorities
MD Squared physicians only see 50 families each, tailor care around patients' schedules, and give them access to world-class medical institutions.
02
The Tone
Precise and anticipatory. Every word has its place.
04
The Interplay
Words and graphics aligned to express movement, intuitively guiding the flow of this "conversation" with a physician.
An Experience That Unfolds
The site architecture is intentionally spare, with an experience that unfolds, like a conversation between an unseen voice, a physician, and the prospective patient reading each word.
A Conversation With the Founder of MD Squared
This was no mere interview with a "subject matter expert." To fully understand MD Squared, I was honored to speak with its founding physician: Dr. Howard Maron.
I spoke with Dr. Maron about his inspiration for creating the practice, what motivated him in hishis unique perspective on medical care, and what he saw for the future of this organization.
The result is an experience on its own, something that goes far beyond an "About Us" page.
Content That Expresses Form and Function
Every touch point had to be a calling card. Even location pages, the most utilitarian navigational element, act as invitations.
Beyond the copy, I considered discoverability and journey. These were potential entry points that required enough context to literally orient prospects to the physicians who would best care for them.
I analyzed the organization's current local SEO performance, the competitive local pack results landscape, and identified key opportunities to maximize discoverability:
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Google My Business listing optimization .
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Ideal HTML heading hierarchy to make crawling more efficient.
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Implementation of the correct location schema markup intended for medical clinics.
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Leveraging physicians' bios for each location page as local search analysis revealed steady demand among users searching doctors by name in their respective metro areas.
