The Practice with Elation Health
Christina Vanvuren
The craft of independent primary care
Elation Health is the largest network of independent primary care practices in the US. Incredibly mission driven, they have tasked us with helping rebrand and tell their story over the past year. To show their authentic connection with this community of highly-skeptical small practices, we have delivered a series of editorial-style photoshoots and feature profiles with their clinics across the country.
These photoshoots — even before COVID — required careful local coordination and permission gathering and we have been able to continue safely generating new photo material including patients during the pandemic. Resources have been applied across Elation’s newly launched website, sales materials, social profiles and in their recent successful fundraising process.
Our goal with The Practice with Elation is to tell the stories of independent primary care physicians. In doing so, we highlight the exceptional physicians on the Elation platform and high quality of care they deliver, and promote our brand vision:
Elation Health is leading the evolution of the community of independent family doctors to advance the craft of medicine and drive results for all patients.
These features go deeper than what one might expect from a profile on a doctor, then even deeper still, peeling back layers to uncover the meaningful “why” behind their commitment to the craft of independent primary care medicine. Some of the stories we’ve collected brought tears to our eyes. Others gave us a sense of shared triumph for the success of a physician who worked tirelessly to create a clinic that let them truly practice their craft of medicine. These powerful stories, coupled with strategies for starting and running a sustainable and rewarding practice, are for all physicians but especially those who are bogged down in the bureaucracy of healthcare and are desperate to put the joy back into medicine, but maybe don’t know exactly how to do that.
Objective
Beyond creating bold, bright content about independent primary care physicians, our objective is to further establish Elation as a pillar in the IPC community. The Practice is, at its core, a tool for building and nurturing relationships with independent physicians, demonstrating Elation’s commitment to supporting them, amplifying their voices, and being their biggest advocate. This content shows investors, policy leaders, and partner organizations what Elation stands for. Other benefits include media coverage, feedback from Elation’s user community, and inbound messages from influencers.
Impact
The Practice does more than tell the stories of independent primary care providers. It gives them an opportunity to feel heard and seen and valued in ways that are not common in healthcare. Some gratitude from physicians we’ve already profiled:
“I LOVE IT!!!! Thank you for giving me a voice. I can’t tell you how much it means. An experience like mine doesn’t have to define you forever, but it does change you forever.” — Dr. Neha Doshi
“Thank you again for the opportunity to express my story. I can’t tell you how much it means to me.” — Dr. Natalia Southerland
“I love it! This was a lot of fun! The whole office had a blast! Thank you for this opportunity!” — Dr. Steven Mussey
“Jack was tons of fun to talk with. I think he went home to write the great American novel about DPC.” — Dr. Garrison Bliss
Elation Health launched The Practice in mid-June. Here are a few titles:
Our work included:
Crafting a strategic plan for the production of The Practice, including tone, voice, content, and visual aesthetic.
Workshopping publication names to ensure alignment with Elation’s brand and future goal of becoming a sort of ‘guild’ for independent primary care practices.
Sourced, managed, and collaborated with talented writers who helped bring these physician stories to life.
Identified and collaborated with physicians in private primary care practices with universally compelling stories.
Edited each feature story to ensure a strong narrative and editorial flow and worked with writers to develop a strong, stand out voice that carried over to each new feature.
Sourced and coordinated with photographers for each physician.
Sent framed photos from physician photoshoots to each participating doctor as a thank you for being part of the publication.
Developed strategic launch plan, as well as an ongoing publishing and cross-channel distribution strategy which we’ll carry out alongside Elation’s internal team.
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Posted Mar 9, 2022
The craft of independent primary care
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