In working with him, we found that developing a strong, unique positioning for him would be relatively straightforward. His brand could be built around,

1. His focus on facial plastic surgery only (head and neck)
2. His verifiable expertise – in addition to his post at UCSF, he is widely published and regularly speaks at professional gatherings.
3. His belief in natural rather than artificial beauty.
4. He continues to be involved in research and teaching.
5. His openness and approachability – despite his position and expertise, he is a down-to-earth and straightforward guy.

With that established, our remaining job was to communicate his brand, both visually and verbally.
  Dr. Kim's letterhead, envelope and business card

To express his unique brand visually, we developed a sophisticated, contemporary look for his identity and collateral. Verbally, we built his message around the headline, "Enhancing Your Natural Appearance with Advanced Plastic Surgery."

For his website, we proposed using videos to help engage site visitors. We recommended a short introductory video of Dr. Kim on the home page and a longer one on the About page. These are both included. In addition, he was able to get video testimonials from three patients. These supplement the written testimonials on the site.

The site also communicates his experience, his concept of natural beauty, and the procedures his practice offers. In addition to pages of before and after photos, it includes videos of his TV and radio appearances, showcases his awards and affiliations, and includes a number of his papers and a calendar of his upcoming speaking engagements.

Being such an accomplished doctor, the website became quite extensive.

Visit Dr. Kim's Web site

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