From flying blind to a message that sings.
Hannam Fertility Centre, aka HFC, provides excellent fertility results in Canada. This is in large part because they’re the only clinic in the country with a CCRM lab— the accredited, gold standard in the industry.
HFC couldn’t understand why they were continuing to lose patients to glossy new competitors with “cooler” vibes but lesser tech and worse results. When it comes to building your family, shouldn’t scientific ethos and outcomes matter more than brand, clinic atmosphere, and marginal price differences?
Are you making blind assumptions about what matters most to your audience?
HFC reached out to Function and Sprezza to update their brand. After all, that was the most obvious difference between themselves and their competitors. Our initial discovery, however, revealed an discrepancy in their message; what HFC thought mattered most to their patients was not what actually mattered most to them.
While results matter when it comes to fertility (duh!), they are table stakes, not a differentiator to build a brand upon.
Seeking fertility support is a vulnerable step. Whether you’re struggling to conceive, wanting to preserve your options, or don’t know what you don’t know, what you’re looking for from a fertility clinic is more than just the “best lab.” You want hope and control; hope that you can build the family you want. Control over when, how, and with whom you do so.
Changes we made.
While HFC's visual identity and website got a much needed refresh, the most essential improvements we provided had to do with creating a message that actually resonated with what their audience cared about, not just what they thought they cared about.
Here's what we did:
1. Update their foundational message.
HFC’s previous message revolved around who they are, what they do, and how they’re a great partner in fertility care:
- “Canada’s leader in fertility care.”
- “World class treatment.”
- “Cutting edge science.”
We shifted their message to focus instead on what their clients want and how they help them get it:
- “Find your path to parenthood.”
- “We’re ready to support you through this journey.”
- “Achieve your fertility goals faster.”
- “A decade of building families.”
(Notice how these statements still assert HFC’s expertise, only now in service of their patients’ desires?)
2. Tune their brand voice.
In an effort to exude medical authority, HFC’s previous brand voice came across as cold and aloof. While we still wanted to maintain expertise, we imbued HFC’s voice with more kindness, and compassion to better resonate with the emotional needs of their audience.
3. Simplify all the jargon.
Healthcare is riddled with opaque jargon and clunky acronyms. We did our best to remove any confusing language that wasn’t absolutely necessary. Whatever we did keep, we made sure to define. The result was approachable, accessible language that any facet of their audience could engage with easily.
The result? A message that resonates and converts.
HFC was starting from a great place; they have the capability to back up their claims of world class care. They just weren't communicating their value in a way that spoke to the heartstrings of their potential patients. Small, intentional tweaks in their positioning went a long way in making their message land. You can view the finished product here.
Are you failing to connect your ideal customers and not sure why?
It could be that, like HFC, your message needs a little fine-tuning. Sprezza can help you get clear on what matters most to your audience and help you articulate that value so it resonates deeply in their hearts and minds. Schedule an intro call to get started.
