Apicha CHC was founded in 1989 to address unmet HIV/AIDS-related needs of Asians and Pacific Islanders in New York City. Now, the organization provides affordable healthcare for underserved and vulnerable people living in the New York City boroughs and on the lower east side of Manhattan.
What used to be a primarily HIV-focused practice expanded to include primary care to HIV- people, an LGB clinic, STI clinic, and Hepatitis screening/immunization/treatment. Apicha also runs a Transgender Health Clinic to address the unique healthcare and wellness needs of transgender, gender variant, gender nonconforming, and gender queer people of color.
Since its infancy in 1989, Apicha Community Health Center has historically been known as the Asian & Pacific Islander Coalition on HIV/AIDS and operated under the acronym APICHA. Government and private funding streams enabled Apicha to build a continuum of HIV/AIDS services, starting with prevention education, outreach to HIV primary care, and bilingual case management.
In 2009, Apicha expanded its services to include primary care to the greater Lower Manhattan community. In 2012, Apicha became a Federally Qualified Health Center Look-Alike (FQHC-LA) and in August 2015, they became a full-fledged Federally Qualified Health Center (FQHC).
To overcome the stigma carried by clinics that cater to only individuals affected by HIV/AIDS and achieve the goal of increasing the clinical patient base to 3,000 total patients, Apicha needed to strategically reposition its brand, brand identity, and marketing outreach programs.
To reach 3,000 clinical patients, NR Media Group has been brought on to redesign the marketing program for the health center’s clinic from the ground up. Our approach to helping the team at Apicha plan and execute this major undertaking began by employing our unique, collaborative Synergy process for strategy development. During Synergy, our agency team worked hand in hand with the client through a series of facilitated sessions that helped to refine goals, identify audience targets and produce a comprehensive, goal-oriented and measurable content marketing strategy.
As a result of this strategy, our first phase of work was to evolve the brand and market positioning of Apicha to transition them from being perceived as an HIV/AIDS advocacy group to being known as a healthcare provider and clinic. The refreshed brand strategy and logo work to renew their identity and move the word ‘Apicha’ away from its original meaning as an acronym. The new identity was then launched at Apicha’s annual fundraising gala to gain immediate traction with employees, donors and the Lower Manhattan community.
With the newfound brand platform in place, we went to work building a new Apicha.org website using an open source WordPress content management system. This responsive website includes a blog and social media integration and has been configured to be fully HIPAA-compliant. Search engine optimization techniques are employed to ensure that the site is well indexed for relevant local searches and strategically tuned to maximize lead generation.
To support the new website and brand identity, we implemented marketing operations tools including an email marketing system and a social media management dashboard and continue to roll out internal and external marketing collateral. Additionally, a long-term blog content strategy and social media advertising plan were created to help drive traffic and increase awareness. To track the success of these marketing efforts, we utilize KPI reporting and optimization tools to ensure continued effectiveness. Finally, we have helped Apicha in creating a Content Marketing Associate role. We provide ongoing support to assist Apicha with their new content strategy and will work with the new Content Marketing Associate to conduct intensive training and education that will transition them into executing the continuous content marketing marketing program.
Our work to date with Apicha community health center has been focused on one simple goal – help the client reach, captivate and convert new audiences into clinical patients so that they can improve their health and overall quality of life. Since August 2014, the new branded and HIPAA-compliant website at apicha.org has generated an unprecedented 8,133 new patient leads that resulted from the website — the highest amount of new patient opportunities generated online over the course of the organization’s 20-year history. As an added benefit of the new website appointment request appointment application, Apicha Community Health Center can now accurately track the source of all online leads.