Founded in 1958, Brain & Spine Surgeons of New York (BSSNY) is a neurosurgeon and orthopedic surgeon private practice serving the Westchester, NY, and the New York City area. With 15 surgical specialists often marketing as individuals, and an increasing population of people needing life-saving brain and spine surgery and treatment, BSSNY approached FEED to aid in their marketing efforts.
BSSNY is in the enviable position of having top neurosurgeons and orthopedic surgeons as part of their team – surgeons who are not only leaders in their fields, but who also teach at prestigious universities. However, FEED found that BSSNY needed a comprehensive system to help unify and amplify their brand. Additionally, they needed to reach patients in nearby NYC with the message that all these world-class surgeons were located just outside the city but were easily accessible.
FEED developed a communication acronym around which their marketing could center: AXIS – Access • eXcellence • Integrity • Service. This acronym developed into a positioning line: AXIS to Care Close to Home. In addition, we developed two new websites to specifically target potential brain and spine patients in the New York City area. We also redesigned their massive main website – bssny.com – and created a design template for their individual surgeons to give everything a unified brand look and feel.