Dokotela -
Brand & Marketing Strategy
IN-HOUSE BRAND MANAGEMENT
Dokotela, a leading Australian telehealth company specialising in mental health services, sought to elevate its brand presence and align its identity with its expanding services. When I joined as Brand and Marketing Manager, I was tasked with creating a cohesive brand strategy that would resonate with both healthcare professionals and patients while establishing Dokotela as a trusted and innovative leader in the industry.
How could Dokotela strengthen their brand relationship with psychiatrists, GPs and patients, in order to become a leading telehealth psychiatry service.
The brand strategy focused on these core areas:
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Establish Dokotela's brand personality
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Defining Dokotela's brand voice
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Highlight Dokotela's brand message
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Frame Dokotela's brand communication
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Demonstrate Dokotela's brand values
The goal of the brand strategy was to:
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Bring on more psychiatrists turn 40 into 100 by the next year
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Strengthen the Dokotela community
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Build a more loyal referral process from GPs
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Be a more attractive service for patients
Research and Insights
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My journey began with in-depth research to understand Dokotela’s core values, target audiences, and market position. I conducted competitor analysis, audience segmentation, and stakeholder interviews to gather insights. The research highlighted the need for a more defined brand identity that could bridge the gap between clinical professionalism and the warmth of patient care.
The answer was in the research
Brand Strategy and Development​​
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Based on the research findings, I developed a comprehensive brand strategy that emphasized trust, accessibility, and innovation. This strategy served as the foundation for every creative decision moving forward. The new brand identity needed to convey the seriousness of mental health while remaining approachable and supportive.
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Website Redesign:
A major overhaul of the website was undertaken, collaborating with a specialized UX/UI agency to ensure the design addressed the unique needs of Dokotela’s patients. The new website is user-friendly, visually appealing, and optimized for SEO, with updated brand colors, typography, and visual elements that reflect the company’s values.
Old Dokotela Website
New Dokotela Website
The brand also incorporated images of rural Australian landscapes to highlight the accessibility of telehealth, reinforcing the message that mental health support can be delivered anywhere.
Content Creation & Visual Direction:
A key element of the rebranding was the emphasis on using authentic, behind-the-scenes imagery of the team rather than stock photos, to present Dokotela as approachable and real.
Trade Show Graphics & Printed Materials
I created custom trade show graphics for industry events that effectively captured the brand’s essence. These materials were designed to be consistent with the overall brand strategy, drawing attention and increasing visibility at key events.
I also designed printed materials, such as flyers for specialist recruitment and patient and GP outreach, ensuring the visuals aligned with Dokotela’s goals. The materials needed to communicate two distinct brand personalities, depending on the target group.
Creative Marketing Campaign
From 20 August 2024 to 20 September 2024, a focused digital campaign was launched to recruit psychiatrists and enhance Dokotela’s brand presence.
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The campaign successfully demonstrated the value of strategic adaptability and audience-focused creative execution. By leveraging data-driven insights, the team optimized performance through targeted messaging, relatable visuals, and dynamic adjustments to lead generation methods. These efforts not only enhanced engagement but also highlighted the importance of continuous testing and refining of strategies to achieve optimal results.
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The campaign outcomes underline the significance of understanding audience behavior, using impactful content, and prioritising efficiency in resource allocation. These learnings have provided a strong foundation for future initiatives, ensuring sustained growth and brand visibility in competitive markets.