Dr. Arman Askari, a cardiologist at the Cleveland Clinic, presently holds the academic rank of clinical associate professor of medicine at the Cleveland Clinic Lerner College of Medicine. Dr. Askari is among the most highly respected of academic physicians, having trained in the most elite programs for Internal Medicine and Cardiology. Dr. Askari has young-onset Parkinson’s disease, and is the co-founder of Premier Health Advocates (PHA), a leading physician advocacy organization that focuses on giving its members independent, confidential, unbiased education and guidance regarding healthcare issues and help members optimize their healthcare experiences.
FEED was engaged to help PHA develop a unique brand position and design a distinct brand identity. We had to 1) make PHA appealing to large organizations offering to help them take care of their employees and bottom line, and, 2) create a PHA Platinum service for high-income earners by providing a “concierge” level advocacy program that offers truly unparalleled advice and access, tailored to their individual needs.
We began by developing a memorable tagline to help create a “mental tattoo” in the mindset of their ideal clients – “It’s Like Having A Doctor In The Family.” This tagline was the central communications totem pole that unified our employee and concierge-centric clients. After developing the tagline, we developed a distinct logo of an artistic and caring physician figure caring for a family. The brand colors and particular tone, as directed by PHA, were carried across a new website and print materials.