Community Oriented Medical Professionals and Surgeons (COMPAS)

Client Background

COMPAS (Community Oriented Medical Professionals And Surgeons) is a healthcare organization comprised of medical professionals who provide quality, dignified healthcare to all members of the community, regardless of health insurance coverage.

The Caler&Company Team listened hard to the emerging practice. The sum of the conversation resulted in the descriptive acronym: COMPAS. Patients could be referred to and discuss their healthcare without the stygma associated with "The Clinic", or "Free Community Clinic." The new name and its message caught on quickly.

The Challenge

In a healthcare system inundated with medical facilities, insurance companies, rapid care clinics and private practices, patients and quality care are often more challenging to acquire for the uninsured or underinsured. COMPAS sought strategic marketing communications planning that would raise awareness of its vital resources, remove barriers between themselves and their patients, as well as promote and honor its philosophy of providing quality care for every patient, regardless of insurance or financial history.

The management team for COMPAS convened at Caler&Company regularly to discuss ideas, discuss possibilities and examine "what ifs". Subsequently, a launch plan and PR strategies were created. Caler&Company facilitated its JumpStart process to generate as many ideas as possible

The Outcome

Developing the new name and identity, Caler&Company crafted the acronym COMPAS, meaning, (Community Oriented Medical Professionals And Surgeons). Caler&Company developed the new logo to represent the cardinal map points, and a corresponding positioning statement; "A Healthy Direction," to communicate that COMPAS will be the constant in maintaining the new standard it set for unconditional healthcare in the community.

Caler&Company created patient information packets, Rx
forms, a stationery suite, mission/vision statements, lobby
signage and purple scrubs. The new identity did much to
offset negative perceptions and gain credibility
throughout the entire healthcare system.

The new presentation folder was used to
deliver inner-office correspondence.
Physicians, healthcare service providers
and office personnel responded favorably
to the reinvigorated "Community Clinic."

Caler&Company also implemented other brand development initiatives including; PR support, a Web presence and mission statement. Along with the new practice name, Caler&Company developed the logo and identity system.

Although the new Web site is simple brochure ware, it provides the means for the uninsured and underinsured to locate and gain access to much needed community healthcare services.

"I am writing to let you know how pleased I have been with our professional association. Starting a new practice from the ground up is a daunting task, but all the more so when it involves beginning a brand new concept in order to reverse a long history of negative trends. One of the best decisions I made was to involve you and your company from the very beginning. Marketing begins from within. You helped us develop our own concepts with clarity, so that when it came time to project ourselves to the outside, we had a clear vision to sell."

Michael J. Cullado, M.D.
Head Surgeon