Case Studies / Health & Education

How Curve Communications Does Health and Education Marketing

Health and education brands share one common trait: they sell essential services. As a result, emotion plays a crucial role in prospective client and patient decision-making.

Choosing a school for a child with learning disabilities, a doctor to perform surgery, or an orthodontist to straighten teeth are deeply personal decisions for customers.

Due to the nature of their industries, health and education businesses often come to Curve Communications with major marketing hurdles, including difficulties explaining complicated services to potential students or patients. They struggle to carve out value propositions and often face roadblocks to reaching target audiences. In addition, many businesses like these have trouble choosing a digital advertising strategy and combating negative stereotypes online.

Curve – a Vancouver digital marketing agency – has worked with schools, rehabilitation centres, dentists, orthodontists, naturopaths, and specialty healthcare businesses for years. We know these clients require hyper-individualized education and healthcare marketing approaches to establish trust with target audiences.

That’s why we have an entire division focused specifically on outbound and inbound marketing solutions for health and education businesses.

“Selling a pair of shoes is not the same as selling a specialized education program for kids with learning disabilities,” said Amanda Bates, Curve’s Vice President. “We understand that marketing essential services requires a very different approach to marketing products.”

EDUCATION MARKETING: FINDING THE ROADBLOCKS

Parents do a great deal of research before making decisions about what is best for their children. Private and special-needs schools have their work cut out for them when it comes to lead conversion. No education brand understands this better than Eaton Arrowsmith School (EA).

EA is a school for children with learning disabilities. Interestingly, it does not provide tools to help kids cope with their challenges. Instead, it uses a unique series of cognitive exercises to strengthen students’ brains to make learning easier.

The school’s program is based on the science of neuroplasticity – the belief that the brain can change and make new connections over time with the help of targeted exercises.

Eaton Arrowsmith approached Curve for inbound marketing solutions in 2014. At the time, the school wanted to attract more local students, but also needed help with brand identity development.

The educational experience EA sells is complicated. Although it’s backed by research and ongoing studies, there is still some pushback from the medical and learning disabilities communities about the effectiveness of the program. Still, countless testimonials from former EA students paint a very positive story about tackling learning challenges with this tactic.

“We really appreciate having a team of marketing experts on our side,” said Sandra Heusel, Eaton Arrowsmith’s admissions and marketing director. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

In addition to offering a unique program, EA also has several schools under the Eaton Arrowsmith umbrella. When EA’s admissions and marketing director first approached Curve, that umbrella included three EA locations, Eaton Arrowsmith Academy, five locations of the Eaton Cognitive Improvement Centre (ECIC – now called Eaton Arrowsmith Adults), and Magnussen School.

“Eaton Arrowsmith was suffering from a case of brand confusion,” said Amanda Bates, Vice President of Curve. “The websites and messaging just didn’t tell the EA story in an understandable and relatable way.”

That’s four programs, 10 schools/locations, five separate websites, and several social media accounts that need to be managed simultaneously.

“Eaton Arrowsmith was suffering from a case of brand confusion,” said Amanda Bates, Vice President of Curve. “The websites and messaging just didn’t tell the EA story in an understandable and relatable way.”

As a result, prospective parents were confused about the programs, how they related to each other, and which ones were right for their kids. Eaton Arrowsmith’s business marketing tools were doing the opposite of what they were supposed to – they were acting as a wall instead of a door into the brand.

The admissions and marketing director was busy fielding inquiries, connecting with current parents and students, attending meetings, allocating ad spends, running social media, and managing school events. She didn’t have time to solve EA’s marketing problems or to strategize about future types of digital advertising. Her focus was on the day-to-day needs of several busy schools and their students.

“Eaton Arrowsmith grew from one school in 2005 to four schools and more than eight programs by 2014,” said Huesel. “As we grew, it became challenging to refine and focus our messaging.”

CREATIVE BRANDING: FINDING CLARITY​

The first thing our inbound marketing agency did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer. We wanted to put ourselves in the shoes of the target buyers. If we didn’t understand the schools’ service offerings, parents who were looking at EA’s website wouldn’t understand them either.

Our next step was to amalgamate all of the existing websites into one site, rewrite the content, redesign creatives, and take new photos. The site layout was extremely important. A person who visited eatonarrowsmith.com needed to be able to quickly figure out which education stream was right for them and navigate to relevant information.

The website copy underwent 40 revisions and was 60 pages long when completed. The homepage was carefully designed by our web specialists to outline the different programs and included buttons for each of the schools, with details specifying ages and locations. Prospective students and their parents can now easily find information through our smart, efficient design and content creation.

Eaton Arrowsmith’s target audience is parents who are stressed about their child’s struggles in school and who have explored many options with minimal success. These people desperately want to find a solution to help their children learn and study effectively. Because of the emotional factor in this customer journey, we wanted site users to feel like EA was the compassionate answer to their child’s learning difficulties.

At the same time, our education marketing team didn’t want to add stress to parents’ lives by overwhelming them with too much information at once.

We saw strong, positive results immediately following the launch of the website in August 2015. There was a 60 percent increase in the amount of people visiting the site. Visitors stayed on the site for an average of three minutes and 19 seconds – well above the two-minute industry standard.

Page views also improved by 70 percent, which indicated that the new site structure was directing people to subpages where they could find additional information.

BRANDING AND DESIGN: A BRAND BUILT FOR SUCCESS

Curve has now worked with Eaton Arrowsmith for several years. In addition to providing them with web design services, we have revised the existing school logos to make them modern and consistent.

As part of our ongoing relationship with EA, we’ve also written advertorials and blog posts, interviewed current & past students for testimonials, managed ad buys, designed brochures and flyers, created and managed social media ads, and developed marketing strategies to promote school tours. We consistently work to generate awareness about Eaton Arrowsmith through marketing content creation and promotion.

“We really appreciate having a team of marketing experts on our side,” Heusel said. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

With strong brand identity development, website design services, and consistent creative collateral, Curve has generated more than 700 international leads to boost enrollment in Eaton Arrowsmith’s programs.

CUSTOMIZED MARKETING: IN-DEPTH CLIENT KNOWLEDGE

Our relationship with EA led us to a rehabilitation and education business called the Watson Centre Society for Brain Health.

Founded by Howard Eaton, EA’s founder and director, along with Mark Watson, EA’s former CEO, the Watson Centre uses the Arrowsmith Program to help people who have suffered traumatic brain injuries.

Watson’s founders approached Curve because they had worked with our team through Eaton Arrowsmith and needed help launching this new business. Curve built a website for Watson that simply and accurately explains what the centre can do for individuals with brain injuries.

“The Watson Centre Society for Brain Health is the only brain injury rehabilitation program of its kind,” said Mark Watson, the centre’s co-director. “We chose to work with Curve because of the team’s understanding of the Arrowsmith Program and how it can help individuals strengthen connections in their brains.”

Similar to the situation with Eaton Arrowsmith, the decision to attend a brain injury rehabilitation centre is extremely personal to patients. Many of Watson’s patients are people who have tried other rehabilitation methods but feel like their recovery has stalled. They’re looking for another hopeful solution.

Curve designed the Watson website with clients’ emotions in mind. The custom website design is welcoming, clearly explains the program, and offers testimonials from people who are attending or who have completed their time at Watson.

Curve now runs Facebook ads to drive traffic to Watson’s website and encourage enrollment. These ads target individuals who live in and around Vancouver and explain that a brain injury doesn’t have to be a life sentence. This personalized marketing approach is very appealing to Watson’s target audience, who are seeking help after reaching a dead end in their progress.

“The first thing Curve did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer so we could put ourselves in the shoes of the target audience.”

PUBLIC RELATIONS: MARKETING NON-TRADITIONAL MEDICAL

Many healthcare brands sell traditional services such as dentistry, orthodontics, and optometry. Others sell alternative medical services.

These health businesses face many challenges similar to those faced by private schools that offer specialty programs. In order to succeed, they require clear branding and messaging to explain their services to potential clients.

The IV Wellness Boutique in Yaletown is one of these alternative medical companies. It’s a full-service wellness boutique that specializes in IV vitamin therapy. Their IV drips deliver high doses of vitamins to help with everything from stress and anxiety to hangovers, jet lag, colds and even weight loss.

In addition to IVs, the boutique offers naturopathic medicine, medical aesthetics, acupuncture, osteopathy, and diagnostic testing. It also has a natural dispensary and sells a variety of products to meet clients’ health needs.

The IV Wellness Boutique was the first wellness clinic in Vancouver to specialize in intravenous vitamin therapy. When it first opened in the city, it faced some skepticism.

IV Wellness originally hired Curve as a healthcare marketing agency for a three-month contract so we could help launch the boutique in Yaletown and provide media training to combat any negative PR. Our public relations specialists provided the owners with media training to teach them to handle criticism from the public and the media. Thanks to our knowledge, the owners had the confidence to handle inflammatory statements about intravenous vitamin therapy. The brand didn’t fall prey to negative publicity and was able to thrive.

“When it comes to launching a new brand or service, owners have to be prepared for anything,” VP of Curve Amanda Bates said. “A business can shut down negativity pretty quickly with the right training and tools.”

Curve successfully launched the IV Wellness Boutique in Vancouver and secured media hits with major networks such as CTV’s The National, CTV Vancouver, and Global BC, as well as newspapers including Metro-National, The Province, Daily Hive, The Vancouver Courier, and The Westender. We even got Jillian Harris – from Love it or List it Vancouver, The Bachelor, and The Bachelorette – to come into the boutique for a drip.

The IV Wellness Boutique reaped a major surge in clients from Curve’s marketing work, so the owners hired us back after our contract ended to launch IV to Go – a new branch of the business that offered mobile wellness therapy out of an ambulance.

They wanted to brand the service as Vancouver’s first mobile therapy lounge, offering IV vitamin treatments to clients wherever they may be. To accomplish this, Curve developed the “We drive…you drip” slogan and designed the wrap for the ambulance, as well as mobile menus and collateral for various events.

To emphasize the fact that the IV Wellness Boutique can provide clients with treatments pretty much anywhere, our public relations team came up with the idea of doing a photoshoot in the middle of the forest. We shot some photos of people getting IVs in Lynn Canyon with the IV Wellness ambulance in the background. The company continues to use these photos in successful digital marketing efforts and public relations campaigns.

“Sometimes you have to think outside the box and get creative when you’re selling unique health-related services,” Bates said. “Our approach to launching the IV Wellness Boutique and IV to Go helped this retail health business gain a strong following in Vancouver.”

EDUCATION MARKETING: FINDING THE ROADBLOCKS

Parents do a great deal of research before making decisions about what is best for their children. Private and special-needs schools have their work cut out for them when it comes to lead conversion. No education brand understands this better than Eaton Arrowsmith School (EA).

EA is a school for children with learning disabilities. Interestingly, it does not provide tools to help kids cope with their challenges. Instead, it uses a unique series of cognitive exercises to strengthen students’ brains to make learning easier.

The school’s program is based on the science of neuroplasticity – the belief that the brain can change and make new connections over time with the help of targeted exercises.

Eaton Arrowsmith approached Curve for inbound marketing solutions in 2014. At the time, the school wanted to attract more local students, but also needed help with brand identity development.

The educational experience EA sells is complicated. Although it’s backed by research and ongoing studies, there is still some pushback from the medical and learning disabilities communities about the effectiveness of the program. Still, countless testimonials from former EA students paint a very positive story about tackling learning challenges with this tactic.

“We really appreciate having a team of marketing experts on our side,” said Sandra Heusel, Eaton Arrowsmith’s admissions and marketing director. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

In addition to offering a unique program, EA also has several schools under the Eaton Arrowsmith umbrella. When EA’s admissions and marketing director first approached Curve, that umbrella included three EA locations, Eaton Arrowsmith Academy, five locations of the Eaton Cognitive Improvement Centre (ECIC – now called Eaton Arrowsmith Adults), and Magnussen School.

That’s four programs, 10 schools/locations, five separate websites, and several social media accounts that need to be managed simultaneously.

“Eaton Arrowsmith was suffering from a case of brand confusion,” said Amanda Bates, Vice President of Curve. “The websites and messaging just didn’t tell the EA story in an understandable and relatable way.”

As a result, prospective parents were confused about the programs, how they related to each other, and which ones were right for their kids. Eaton Arrowsmith’s business marketing tools were doing the opposite of what they were supposed to – they were acting as a wall instead of a door into the brand.

The admissions and marketing director was busy fielding inquiries, connecting with current parents and students, attending meetings, allocating ad spends, running social media, and managing school events. She didn’t have time to solve EA’s marketing problems or to strategize about future types of digital advertising. Her focus was on the day-to-day needs of several busy schools and their students.

“Eaton Arrowsmith grew from one school in 2005 to four schools and more than eight programs by 2014,” said Huesel. “As we grew, it became challenging to refine and focus our messaging.”

CREATIVE BRANDING: FINDING CLARITY

The first thing our inbound marketing agency did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer. We wanted to put ourselves in the shoes of the target buyers. If we didn’t understand the schools’ service offerings, parents who were looking at EA’s website wouldn’t understand them either.

Our next step was to amalgamate all of the existing websites into one site, rewrite the content, redesign creatives, and take new photos. The site layout was extremely important. A person who visited eatonarrowsmith.com needed to be able to quickly figure out which education stream was right for them and navigate to relevant information.

The website copy underwent 40 revisions and was 60 pages long when completed. The homepage was carefully designed by our web specialists to outline the different programs and included buttons for each of the schools, with details specifying ages and locations. Prospective students and their parents can now easily find information through our smart, efficient design and content creation.

Eaton Arrowsmith’s target audience is parents who are stressed about their child’s struggles in school and who have explored many options with minimal success. These people desperately want to find a solution to help their children learn and study effectively. Because of the emotional factor in this customer journey, we wanted site users to feel like EA was the compassionate answer to their child’s learning difficulties.

At the same time, our education marketing team didn’t want to add stress to parents’ lives by overwhelming them with too much information at once.

We saw strong, positive results immediately following the launch of the website in August 2015. There was a 60 percent increase in the amount of people visiting the site. Visitors stayed on the site for an average of three minutes and 19 seconds – well above the two-minute industry standard.

Page views also improved by 70 percent, which indicated that the new site structure was directing people to subpages where they could find additional information.

BRANDING AND DESIGN: A BRAND BUILT FOR SUCCESS

Curve has now worked with Eaton Arrowsmith for several years. In addition to providing them with web design services, we have revised the existing school logos to make them modern and consistent.

As part of our ongoing relationship with EA, we’ve also written advertorials and blog posts, interviewed current & past students for testimonials, managed ad buys, designed brochures and flyers, created and managed social media ads, and developed marketing strategies to promote school tours. We consistently work to generate awareness about Eaton Arrowsmith through marketing content creation and promotion.

“We really appreciate having a team of marketing experts on our side,” Heusel said. “Curve is truly part of the EA team – helping connect our schools with students who can benefit from our unique programs.”

With strong brand identity development, website design services, and consistent creative collateral, Curve has generated more than 700 international leads to boost enrollment in Eaton Arrowsmith’s programs.

CUSTOMIZED MARKETING: IN-DEPTH CLIENT KNOWLEDGE

Our relationship with EA led us to a rehabilitation and education business called the Watson Centre Society for Brain Health.

Founded by Howard Eaton, EA’s founder and director, along with Mark Watson, EA’s former CEO, the Watson Centre uses the Arrowsmith Program to help people who have suffered traumatic brain injuries.

Watson’s founders approached Curve because they had worked with our team through Eaton Arrowsmith and needed help launching this new business. Curve built a website for Watson that simply and accurately explains what the centre can do for individuals with brain injuries.

“The Watson Centre Society for Brain Health is the only brain injury rehabilitation program of its kind,” said Mark Watson, the centre’s co-director. “We chose to work with Curve because of the team’s understanding of the Arrowsmith Program and how it can help individuals strengthen connections in their brains.”

Similar to the situation with Eaton Arrowsmith, the decision to attend a brain injury rehabilitation centre is extremely personal to patients. Many of Watson’s patients are people who have tried other rehabilitation methods but feel like their recovery has stalled. They’re looking for another hopeful solution.

Curve designed the Watson website with clients’ emotions in mind. The custom website design is welcoming, clearly explains the program, and offers testimonials from people who are attending or who have completed their time at Watson.

Curve now runs Facebook ads to drive traffic to Watson’s website and encourage enrollment. These ads target individuals who live in and around Vancouver and explain that a brain injury doesn’t have to be a life sentence. This personalized marketing approach is very appealing to Watson’s target audience, who are seeking help after reaching a dead end in their progress.

“The first thing Curve did when we started working with Eaton Arrowsmith was to learn every detail about the schools and the programs they offer so we could put ourselves in the shoes of the target audience.”

PUBLIC RELATIONS: MARKETING NON-TRADITIONAL MEDICAL

Many healthcare brands sell traditional services such as dentistry, orthodontics, and optometry. Others sell alternative medical services.

These health businesses face many challenges similar to those faced by private schools that offer specialty programs. In order to succeed, they require clear branding and messaging to explain their services to potential clients.

The IV Wellness Boutique in Yaletown is one of these alternative medical companies. It’s a full-service wellness boutique that specializes in IV vitamin therapy. Their IV drips deliver high doses of vitamins to help with everything from stress and anxiety to hangovers, jet lag, colds and even weight loss.

In addition to IVs, the boutique offers naturopathic medicine, medical aesthetics, acupuncture, osteopathy, and diagnostic testing. It also has a natural dispensary and sells a variety of products to meet clients’ health needs.

The IV Wellness Boutique was the first wellness clinic in Vancouver to specialize in intravenous vitamin therapy. When it first opened in the city, it faced some skepticism.

IV Wellness originally hired Curve as a healthcare marketing agency for a three-month contract so we could help launch the boutique in Yaletown and provide media training to combat any negative PR. Our public relations specialists provided the owners with media training to teach them to handle criticism from the public and the media. Thanks to our knowledge, the owners had the confidence to handle inflammatory statements about intravenous vitamin therapy. The brand didn’t fall prey to negative publicity and was able to thrive.

“When it comes to launching a new brand or service, owners have to be prepared for anything,” VP of Curve Amanda Bates said. “A business can shut down negativity pretty quickly with the right training and tools.”

Curve successfully launched the IV Wellness Boutique in Vancouver and secured media hits with major networks such as CTV’s The National, CTV Vancouver, and Global BC, as well as newspapers including Metro-National, The Province, Daily Hive, The Vancouver Courier, and The Westender. We even got Jillian Harris – from Love it or List it Vancouver, The Bachelor, and The Bachelorette – to come into the boutique for a drip.

The IV Wellness Boutique reaped a major surge in clients from Curve’s marketing work, so the owners hired us back after our contract ended to launch IV to Go – a new branch of the business that offered mobile wellness therapy out of an ambulance.

They wanted to brand the service as Vancouver’s first mobile therapy lounge, offering IV vitamin treatments to clients wherever they may be. To accomplish this, Curve developed the “We drive…you drip” slogan and designed the wrap for the ambulance, as well as mobile menus and collateral for various events.

To emphasize the fact that the IV Wellness Boutique can provide clients with treatments pretty much anywhere, our public relations team came up with the idea of doing a photoshoot in the middle of the forest. We shot some photos of people getting IVs in Lynn Canyon with the IV Wellness ambulance in the background. The company continues to use these photos in successful digital marketing efforts and public relations campaigns.

“Sometimes you have to think outside the box and get creative when you’re selling unique health-related services,” Bates said. “Our approach to launching the IV Wellness Boutique and IV to Go helped this retail health business gain a strong following in Vancouver.”