Southwest Women’s Oncology, led by Dr. Karen Finkelstein, is a renowned gynecologic oncology practice with multiple locations across New Mexico. Dr. Finkelstein, a double-board-certified OB/GYN and gynecologic oncologist, is the first physician in New Mexico to achieve Master Surgeon accreditation in both Robotic Surgery and Minimally Invasive Gynecology. The practice is dedicated to providing cutting-edge treatments for gynecologic cancers within a compassionate, patient-centered care model.

Dr. Finkelstein’s commitment to patient care is grounded in the belief that women facing gynecologic cancer deserve healthcare providers who offer trust, comfort, and connection from the very first interaction. As a result, it was crucial to enhance her personal brand to communicate her expertise and empathy to both new patients and referring doctors.

Despite Dr. Finkelstein’s respected reputation, Southwest Women’s Oncology (formerly Southwest Gynecologic Oncology) struggled with brand recognition. The outdated branding, poorly designed website, and lack of patient-focused messaging made it difficult to showcase Dr. Finkelstein’s expertise and compassionate approach effectively.

The challenge was clear: to revamp the practice’s entire brand identity, increase Dr. Finkelstein’s visibility as a leading gynecologic oncology expert, and foster greater patient trust and physician referrals.

TruBrand implemented a multi-phase strategy that focused on both the corporate and personal branding of Dr. Finkelstein and Southwest Women’s Oncology. Our approach included:

1. Brand Renovation: We renamed the practice to Southwest Women’s Oncology to emphasize its commitment to women-centered care. This aligned with the practice’s mission of providing compassionate, expert care for women battling gynecologic cancers.
2. Visual and Digital Makeover: We developed a new visual identity with a logo symbolizing both femininity and care, paired with a design palette that evokes warmth, professionalism, and trust. We also launched a modern, mobile-responsive website that highlighted Dr. Finkelstein’s expertise while making it easier for patients to learn about the practice and schedule consultations.
3. Brand Messaging: Our team crafted compelling messaging that told Dr. Finkelstein’s personal story as both a highly skilled surgeon and a passionate advocate for women’s health. The messaging connected with patients emotionally, showcasing her dedication to their care and well-being.
4. Personalized Video: We produced a welcome video featuring Dr. Finkelstein, allowing potential patients and referring providers to connect with her warmth and expertise before their first consultation.
5. Community Engagement: We helped develop an annual event, Warriors for Warriors, a collaboration with airmen from the 58th Special Operations Wing. This event celebrates the strength and resilience of cancer patients and reinforces the practice’s commitment to honoring their courage.

A key part of our strategy was enhancing Dr. Finkelstein’s personal brand through:

• Advertisements: We launched digital and print campaigns that highlighted Dr. Finkelstein’s credentials and compassionate care, boosting her visibility and establishing her as a top-tier gynecologic oncologist.
• Editorials & Articles: We placed thought leadership articles in medical journals and local publications, discussing Dr. Finkelstein’s innovative treatments and surgical expertise, solidifying her status as a leader in the medical community.
• Patient Testimonials: We integrated powerful patient testimonials into the practice’s materials, helping build trust with potential patients and further reinforcing Dr. Finkelstein’s reputation as a compassionate and skilled physician.

The brand transformation resulted in significant improvements:

• Increased Visibility: Dr. Finkelstein gained widespread recognition as a leading gynecologic oncologist in New Mexico, thanks to media coverage, advertising, and thought leadership content.
• Enhanced Credibility: Through editorial features and targeted advertising, Dr. Finkelstein’s credibility grew, making her the go-to physician for women facing complex gynecologic health issues.
• Website Traffic & Search Visibility: The revamped website saw significant traffic growth. Southwest Women’s Oncology now ranks on the first page of Google for over 65 important keywords, positioning the practice ahead of local competitors.
• Patient Growth: The practice saw increased patient inquiries and referrals from primary care physicians due to heightened brand recognition and trust.
• Team Expansion: As a result of patient growth, Southwest Women’s Oncology added two new physicians to meet demand.

With the brand successfully revitalized, Southwest Women’s Oncology is positioned for continued success. Future strategies include:

• Strengthening Community Connections: The Warriors for Warriors event will continue to grow, fostering deeper connections within the community and celebrating the resilience of cancer patients.
• Expanding Brand Visibility: Ongoing marketing campaigns, media outreach, and strategic content creation will maintain Dr. Finkelstein’s leadership profile and reputation.
• Expanding Services: With growing demand, Southwest Women’s Oncology plans to expand its services, introducing new treatments, clinical trials, and support programs for cancer patients.

The brand transformation and elevated personal brand of Dr. Finkelstein have positioned Southwest Women’s Oncology as a leader in gynecologic oncology, setting the stage for sustained growth, increased trust, and continued excellence in patient care.

Visit: Southwest Women’s Oncology