The Big Idea

Integrative Family Medicine of Asheville has been struggling to stay relevant in a growing “direct primary care” market. Once the only one of its kind in Asheville, the market has become flooded with options for patients seeking an alternative to the traditional health care system. The practice came to Kudzu seeking to define its unique market position and to reclaim its competitive advantage.

The Strategy

Kudzu supported Integrative Family Medicine in developing new brand language, creating a new brand aesthetic and refining their target audience. Their website and marketing materials were updated to reflect these shifts and to effectively communicate their refined market position.

The Impact

Now that the message and target audience is defined, the practice continues to grow and add patients and staff. A third physician was hired to the practice. Client retention has improved and the practice continues to be a dominant player in the direct primary care market in Asheville.

The Work