I’ve had the great fortunate of doing work for Martha’s Vineyard Chiropractic, who managed to find me years ago thanks to what I’ll credit as outstanding SEO and Dr. DeCubellis‘ impressive memory and research skills. He stumbled across work I did for a homebuilder back in the early 2000s and decided he wanted me to work on his brand. Late last year, we worked on a project to develop the brand voice for his office. We started by building his mission and vision statements. Then, using a detailed script he created, we plugged in talking points that detailed his mission and vision. We essentially created the structure for how he and his staff would talk to patients about the care they provide.
In short, the point of the work we completed was to share that chiropractic care should offer long-term wellness for patients and how Dr. DeCubellis has that vision in mind. The copy and talking points guided patients through what chiropractic care would solve. We’ll eventually create a series of pieces that will explain the benefits of chiropractic on several levels as well. However, we needed one immediate solution.
The request
From there, Dr. DeCubellis asked me to develop a functional brand piece for new patients. He imagined it as a brochure, but the more we talked, the more we discussed that maybe a brochure wasn’t the right angle. It needed to be something his patients would hold on to. He also wanted it to be interactive, where his staff could sit down with their patients and, using their brand voice and vision, discuss the importance of the work they’d be doing together at Martha’s Vineyard Chiropractic. His staff would assign homework, provide them with their plan of treatment, and he wanted them to keep this piece as a reminder of what to do. It also needed to fit that laid-back, but upscale island vibe of Martha’s Vineyard.
I brought in Chris Millspaugh to work with me on the project, because I knew the two of us could deliver what Dr. DeCubellis was looking for.
Martha’s Vineyard Chiropractic brand voice and homework piece
We ended up creating a business card size piece that nailed Dr. DeCubellis’ vision. Chris developed a business-card sized piece that would allow the staff within the office to work with a patient directly and help them understand the long-term goal of chiropractic care. The front of the card explains the mission of the practice. On the inside is a card that explains a patient’s next steps.
I absolutely love how this came together. While the exterior of the insert explains the role of Martha’s Vineyard Chiropractic, the interior gets into patient-specific details. The MVC team reviews next steps with patients, checks off the homework that’s appropriate for a person’s recovery, and they write in appointment dates. It make the piece something a patient will want to hold on to and post in a location where they are reminded of the work they should be doing to enhance their own recovery.
Final notes
I always want to make sure the final product is working the way we planned. I checked in recently with Dr. DeCubellis and here’s what he said:
“The cards are being received well by the patients. It adds a special touch. I am very happy with the final product, too. It gives me a sense of pride and confidence because it is aligned with chiropractic philosophy.”— Dr. Jamieson DeCubellis
