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Beyond Basics
Healing starts here.
People who suffer from pelvic dysfunction often also suffer from pain, shame, and hopelessness. As the leading providers of pelvic floor PT in New York, Beyond Basics provides a sanctuary of hope and healing—but the brand didn’t live up to the reality of what Beyond Basics does for patients.
We knew if we could get patients to their first Beyond Basics PT appointment, the incredible providers at the practice could take it from there. We wanted to elevate the brand, making sure it reflected the quality of care, and to use digital platforms to raise awareness, fight stigma, and motivate patients to begin the healing process.
We started with a full brand refresh, creating a new brand essence; mission, vision, and values; positioning; and visual identity, including logo, color palette, look and feel. We also wrote a tagline: Healing starts here. The warmth and optimism of the brand help patients to realize that relief and healing are possible, motivating them to seek and continue care. We infused the new brand into a revamp of their digital presence, including social media and a new website, making the user journey as clear and comforting as the care at Beyond Basics.
We continually monitor ever-changing marketplace conditions and analyze the results of our social media efforts, making refinements to our targeting and messaging in real time. This ensures that the funnel of new patients remains full.
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Testimonial
I and my partner, Corey Hazama, have been working with CRUX Creative over the past year on an extensive relaunch of the Beyond Basics Brand. David, Peter, and the team they’ve deployed have been insightful and responsive; they really understand our business and our needs. They’re a part of our team – they care about the success of our company and always go the extra mile, consistently offering their thinking and their talents beyond what’s in the scope of work.
Their work is exemplary. The strategic thinking and insights helped to define and magnify our Brand, and the creative work is beautiful, standing out from the rest of the category.
Working with CRUX means working with dedicated, smart, senior people who care, who know how to build and nurture a brand, and how to grow their clients’ business.
Amy Stein, DPT, BCB-PMD, IF
Founder
Beyond Basics Physical Therapy
Results
We launched an elegant new website—one that highlights and reflects the mission of the Brand and creates a simple, effective user experience. And we completely redesigned the Social Media program—its look and messaging, as well as the posting strategy. The re-launch has been a success. In the first two months since the new website went live and the Social Media plan was implemented:
The number of unique daily visitors to the site has CLIMBED BY
250
%
The online booking form was INITIATED
1342
times
The bounce rate has DROPPED BY
76
%
And, most importantly, Beyond Basics welcomed
165
NEW PATIENTS – almost 3 new patients per day – significantly outpacing any prior two-month period