Client: Central Dermatology Center

Creating A
New Website
& Creative Campaign
For North Carolina’s
Premier
Dermatologists
Brand Strategy | Identity | Website | Creative Campaign | Media Planning & Placement

C entral Dermatology Center is one of the Triangle’s leading resources for managing and maintaining healthy skin. In 2016, CDC asked wmHarper to help them create a new brand platform to help focus their internal teams and a new website to better connect with and provide a better user-experience for their patients online.
A Fresh New Look
Like nearly all of their competitors, the CDC website led with an overload of information on the services provided and doctor credentials – which they felt was necessary to confirm their credibility as top-tier providers.

Initial research among consumers showed a different story. Patients felt lost when searching for a dermatologist and wanted feel an emotional connection with the practice, not just a logical one. The need for credentials was important, but they needed to feel comfortable with the practice first. They missed the imagery that helped them connect the dots between the doctors that would see them, and the result they could expect from the experience.

Healthy Skin for All
Working with CDC, wmHarper created a totally new content hierarchy focusing on the beauty of healthy skin and restructured messaging to put their mantra of “Healthy skin is beautiful skin” first.
Photography on the site was big, bold, up-close and focused on diversity – something missing from nearly every competitor site. We also did away with the traditional before and after images which were too clinical.
Response to the site has been positive and new clients acquisition continues to rise. Specific metrics for Y1 are being generated and will be shared here soon.

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