Maze Men
Website
Launching the Maze men’s site was the first step in our comprehensive repositioning and rebranding for Maze. Founded and directed by Dr. Michael Werner, a highly-regarded urologist and micro-surgeon, Maze Men’s Sexual & Reproductive Health is designed to shepherd male patients through the emotional maze of sexual dysfunction and infertility.
The most significant factor in rebranding the men’s site (which was operating under the name “New York Andropause Center”) was changing the name — an inevitability resulting primarily from the need to unify each of Dr. Werner’s 4 distinct businesses under a single brand. This, we felt, would strengthen all of them by focusing the branding and marketing efforts of each in a single direction. Additionally, “andropause” isn’t exactly a household term, unless you’re a physician specializing in male sexual dysfunction.
Up to this point, Maze was a name associated strictly with Dr. Werner’s cord blood business, and was actually an acronym (M.A.Z.E.) comprised of the initial letters of his four sons’ names. We liked it because it’s an unusual word, it’s short, it’s easy to remember and is subliminally representative of the often intertwined and complex issues associated with infertility and sexual dysfunction. For these reasons we recommended adopting the name for the entire brand.
Our site design keyed off of Dr. Werner’s warmth and genuine focus on the importance of family. As a result, it is decidedly human, rather than clinical and scientific. Thus, although the content is robust and thoroughly covers all of the subjects related to male sexual and reproductive health, it also captures the emotional gravity and sensitivity appropriate for these delicate subjects.
Advertising
These days, the Web is the de facto destination for anyone seeking medical information or searching for a doctor. Nonetheless, directing one’s attention to a specific website can often best be achieved through traditional means. Because of the heavy use of commuter lines in the northeast, advertising on New York’s MTA (Metropolitan Transportation Authority) seemed like a worthwhile way to drive prospective patients to the Maze Men’s Health. Some examples are shown at left.
The MTA campaign is supplemented by periodical magazine advertising, like the example for Westchester Magazine’s annual golf issue, at left.