A Facelift of Their Own

What do you think of when you picture a typical cosmetic surgery ad? Bosomy women with come-hither looks. A laundry list of stuff from getting your lips done to getting lipo. Often times they just look... well a bit tawdry. That's like old-fashioned aunty language for er, ahem, "cheap."



CSA Brand Platform We Created: For Women 40 Plus

When Cosmetic Surgery Affiliates here in OKC came to Third Degree to have us help them launch a new brand, and their first true comprehensive marketing outreach, ever... we maybe had a few preconceived notions, too. It's true, we have a lot of women at Third Degree, and I think perhaps they were split into two camps. Camp A.) really? cosmetic surgery? hmmm? not really my cup of tea, and Camp B.) do you think we could get trade?! I want to get my [ fill in the blank ] done.



CSA Brand Platform: For Women 18 to 35

I have to admit, I was in Camp A (the anti cup of tea one). But in going through the Third Degree process of getting to know our new client (and, boy, we get to know our clients), we really dug in, did research with the staff and patients, and had some serious conversations with the founder, Dr. Erik Nuveen.



Regarding Her Animated :30 Sec TV Spot

What I found was a person with a passion for his craft and a sincere calling to change the lives of his patients. In short... he's damn good... AND he cares. Go figure. Pretty refreshing. And a theme kept coming up: sincerity. Sincere cosmetic surgery. Not what you thought of when I first asked what you pictured, was it? Dr. Nuveen was a go for doing something different than those typical ads you probably did picture, so we went for it.



In-Clinic Gallery Mounted Brand Art & Phone Pad

We developed brand platforms which we then adapted to a mix of mediums: TV targeted to our age groups and placed on cable channels from MTV to Lifetime, full-spread glossy print ads in higher-end metro and suburb magazines, and an online focus including a web site re"skin" and an active Facebook presence.



Employee "Brand" Book

But before we did an all out external launch, we really wanted to get the staff all on the same page and invested in their new brand, so they could believe in, and share the CSA story themselves.



Our internal materials included gallery-mounted brand signage in the clinic, window clings on the exterior, a brand video that will play on screens in waiting areas, a phone pad which could be used for talking points and to record patient info, and last but not least an employee brand book. The brand book talks about everything from how to talk to patients online, on the phone or in person – to how to spread an attitude of excitement in the workplace.



Staff Launch Reception

A group of us from Third Degree unveiled the new brand and all the elements at an afternoon "launch" reception that included all the staff and doctors of CSA.



It was really rewarding to listen in to all their chatter and excitement after the presentation was done. I might even venture to say they were touched. (But not in the tawdry way.)