Vista Dermatology
Brand Strategy + Brand Design +
Website Design & Development + Consulting
The Client
Vista Dermatology is a women-owned, physician-led dermatology practice founded by three seasoned dermatologists—Drs. Goeller, Ney, and Scharff who envisioned a modern, efficient alternative to the administrative red tape of hospital-owned practices and the profit-driven nature of private equity groups.
The Project
Full Brand Launch & Market Introduction
What Vista Needed:
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Strategic Brand Positioning to differentiate from P.A.-heavy, corporate-owned, and cosmetic-centric practices
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Marketing Identity & Visual System that reflected their values of care, efficiency, and trust
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Patient-Centered Website that made scheduling seamless and guided users toward Dr. Scharff as the first point of access
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Messaging that Built Trust in a new brand while ensuring each doctor’s credibility came through.
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Launch Strategy to attract multi-generational families, keep existing patients, and capture overflow from referring physicians in St. Louis.
The HALCON Approach
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Positioning Vista as the Efficient, Elevated, Physician-Led Alternative
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Core messaging emphasized MD-only care, short wait times, and a spa-like but medically grounded patient experience
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Visual Identity That Balanced Modern Minimalism with Warmth
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Inspired by “mountain views” and a love of hiking (a nod to the name "Vista"), HALCON created an aesthetic that felt grounded, calm, and clinical without being cold.
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Photography direction highlighted physicians with their families, reinforcing relatability, experience, and community roots.
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Website & Booking Funnel Built for Conversion
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Designed to get patients from “search to schedule” in the fewest clicks possible
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Created HIPAA-compliant waitlist and lead capture mechanisms pre-launch to build buzz and book out early
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Pre-Launch Buzz Strategy
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Waitlist campaign with QR code business cards
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Soft launch followed by a fully booked “go live” moment, backed by patient interest already captured
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Booked Before Launch: Vista had appointment demand, thanks to pre-launch strategy and word-of-mouth from their referral base.
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Brand Perception Matched Their Vision: Patients described Vista as modern, trustworthy, efficient, and easy—a clear contrast to frustrating legacy systems.
Vista Dermatology didn’t just need marketing—they needed a launch partner who understood the nuances of physician-led care, local credibility, and family-first values. HALCON delivered a full brand experience that matched Vista’s clinical excellence with modern accessibility, creating a dermatology brand that patients trust—and talk about.
The Results
