Hippocrates Health Institute

Changing the Perception of a Health and Wellness Destination

Challenge

An alternative health institute based in West Palm Beach, Florida, Hippocrates relied on word-of-mouth marketing for more than 60 years. marlo first started working with Hippocrates solely on media relations and quickly took over all marketing initiatives, including a complete Institute re-brand. The goal was to increase visitor bookings by elevating the overall brand perception to better support its self-described title as the preeminent leader in the field of complementary health care.


Strategy

The overarching Hippocrates mission is to “help people help themselves” by teaching guests about nutrition and self-care.  To bring this message to the masses, we settled on a strategy that was based in an educational campaign designed to target both media and consumers directly.  In addition to educating new audiences about the Hippocrates lifestyle, we also found ourselves charged with reversing some already-held misconceptions associated with its alternative practices and teachings.

To begin, we completely redesigned the Institute’s website, giving it a professional healthcare look and feel. By designing the site as as an information portal, the goal was to both educate potential guests about what a stay at HHI entails, as well as serve as a resource for general information on health and wellness. Next, we extended the new brand identity across all marketing platforms including e-newsletters, advertisements and social media channels, specifically identifying opportunities to generate awareness, offer calls-to-action and drive visitor numbers. Once these tools were in place, we began a concerted media relations campaign, both in the local South Florida market, in the health and wellness community and in maintstream national, regional and local media outlets across the U.S.


Results

Hippocrates and its co-directors were featured in countless national mainstream media outlets including USA Today, the New York Post, American Way, Playboy Radio, Fox News, Marie Claire, SHAPE, Cosmopolitan and Fitness. In addition, after 25 years of operating in South Florida, they were featured for the first time in local outlets including Palm Beach Illustrated, Boca Raton magazine and the New Times Broward-Palm Beach.

We managed content and distribution for a weekly newsletter with 50,000 subscribers for which open rates consistently beat the industry average and click-through rates were 2x higher than industry average.

Hippocrates’ on-site ticketed events experienced record attendee numbers.  For example, marlo’s pre-event promotional efforts for their  annual raw food festival resulted in a 30% increase in attendees compared to the previous year.

Visitor bookings increased by more than 200 from the previous year (in years past, they typically stayed consistent year over year).

The website design won an American Graphic Design Award from the prestigious Graphic Design USA.

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