Dr. Brian Nathanson, DC
Elevating The Idea Of Chiropractic Treatment
Background:
Challenged with creating a brand for an innovative chiropractor who came to the profession later in life and wanted to transcend the quackery and back-cracking perception often associated with his chiropractic medicine.
Strategy:
Dig deeper, focus on healing and remarkable work. Create a presence and persona that jibed with Dr. Nathanson’s personality and desire to become a healer, not a hack. I created a credible narrative focused on as true healer who put is patients’ best interests first. In addition, we worked to separate Brian’s approach from those of many chiropractic practices that give the profession a bad name though aggressive and often unnecessary treatment protocols that seem more focused on perpetual income for the practice, rather than a more sincere approach predicated on remedy within a reasonable and finite therapy window.
Execution: Elements
Evolving and refining Mills’ brand and reintroducing the company to an audience that in many ways was aware of them, but did not actually have a sense of the depth and breadth of their offerings was a multipart process using the following components:
Logo/Identity: I created a logo based on an interpretation of the forms of Graston instrument tools and married them to the idea of healing, movement and progress. By focusingon a ‘wheel’ comspte,
Tagline: Again, getting to the heart of the company, I came up with the deceptively simple yet effective “Everything Canvas™”. Sometimes conveying the complex requires simplicity, and the trademark has made it’s way into all messaging.
Brand Advertising: Reflective of the brand and the need to create a persistent, positive presence and narrative, the advertising is understated, never solicitous, and always conveys a tradition of confident craftsmanship.
Radio: I wrote and produced a number of radio scripts designed to bring life to tradition, and warmth to manufacturing, and was fortunate to partner with the remarkable Tom Spackman as the voice of Mills. These brand-forward evergreen spots are instantly recognizable and have worked incredibly well in the East End market and beyond.
Mills Canvas Bags: Originally created as a way to make use of leftover canvas from larger projects, we identified the overlooked value of these right from our initial meeting with ownership. We brought them forward into the light, tightening the lines and styles, creating heritage ‘bag tags’ featuring colorized mebers of the Mills’ family from earlier generations, and even created a showroom space on site to showcase these and similar custom canvas products. We received notice in many high-profile national publications, as well as notice on television and across the web, and I personally helped open up and negotiate with markets in Japan and Europe to extend their reach.
Additional Print and Collateral: Created a true-to-brand voice, look and feel across all collateral, print and digital advertising and related communications.
Execution: Overview
After digging more deeply into client’s backstory, motivations and unique, creative and often non-traditional approaches, I discovered that he also worked discreetly with post-mastectomy patients. Using traditional chiropractic techniques in an evolved manner Dr. Nathanson developed effective protocols for the treatment of lymphedema and other ailment associated with breast removal due to cancer. While he made clear that this was a ‘sideline’ of sorts, usually not profitable, and very time consuming, he also found great personal satisfaction in it that drove his desire to pursue other aspects of chiropractic.
I began by presenting “Dr. Nathanson” in a warm and human manner, and served as his ‘voice’, ghostwriting all of his patient correspondence, as well as building a site under the url New England Physical Care, with a somewhat austere feel that resonated well with his higher-end cleintele in Greenwich, Westchester and NYC. In addition, I created materials for philanthropic high-exposure opportunities to present him as a ‘healer’ first.
I also made his work with cancer patients more public, while of course being very mindful of patient privacy, which eventually landed him on various speaking circuits and lectures. In addition, I created a new tagline to pull all of this together: “You’ve Survived. Now It’s Time To Livesm”. That tagline resonates not only with cancer survivors but also professional athletes in recovery from injuries or surgery, college and high school athletes, and amateur sports enthusiasts, all of whom were injured at some point and now in the recovery phase.
Initial Results: The practice, along with his individual reputation, continues to grow. Now he is now known as “Dr. Brian”, and is a respected solo practitioner, lecturer, researcher and treatment specialist. His practice has also evolved toward the ‘performance’ end, wherein he uses his innovative approaches to increase performance in clients ranging from weekend warrior to professional athletes and celebrities.
Latest Update: This year we recognized that it was time to further unearth and evolve Brian’s brand in-step with his practice and growing reputation, pivoting away from the New England Physical Care model to a personal brand model based on his reputation and a warm, caring and cutting-edge practitioner whose skill go far beyond traditional chiropractic.
We recently built and launched a new website, BrianNathansonDC.com focused on a singular personal brand. As part of a natural progression away from what was arguably a ‘defensive’ initial build focused more of the ‘idea’ of presenting a larger practice, I have taken a far more ‘human’ approach. Not only does it truly encapsulate what is unique and loved about Brian by his patients, but also has been very well received and resulted in far more exposure, easier ‘conversions’, and a reinvigorated and very busy practice.
Custom Awning Ad
Heritage Bag Tag
Annual Business Journal Ad
Custom Canvas Ad
B2B Ad/Commercial
Bag Tag Back/ Craftmanship