Expanding Service Lines into an Established Healthcare Brand
Bliss Dermatology, formerly known as Paradise Dermatology, has been a long-standing client of ours. Recognized for their exceptional medical dermatology services—particularly in the treatment of skin cancer—the practice is led by Dr. Pennie, a double board-certified and fellowship-trained Mohs Surgeon. Her reputation for clinical excellence has built a loyal patient base grounded in trust and medical expertise.
With a commitment to comprehensive, patient-centered care, Bliss was ready to expand their service offerings to include wellness treatments. This new direction was a natural evolution for the brand—one that aimed to treat not just the skin, but the whole person. By integrating wellness services into their existing medical framework, Bliss offered patients a seamless, holistic care model.
The new services include: Medical Weight Loss, IV Vitamin Therapy, Nutrient Injections, Platelet-Rich Plasma for Hair Loss, Trigger Point Injections, and more to come. The Wellness service line enhances—not replaces—the dermatologic expertise that has always defined the practice. Patients can now access functional and preventative health support alongside trusted skin care, all under one roof.
Phased Campaign Rollout
We began by introducing a name evolution to reflect the broader scope of care: Bliss Dermatology + Wellness. We updated the existing logo with a subtle yet impactful “+ Wellness” to maintain brand recognition while signaling growth. To support the shift in services, we updated the brand’s key messaging—incorporating wellness language without confusing the core dermatology patient. The tagline evolved from “The Best Foundation is Healthy Skin” to “The Best Foundation is a Healthy Lifestyle,” capturing the new holistic emphasis while staying true to the brand's roots.
A major strategic goal was to maintain and reinforce Dr. Pennie’s reputation as a top-tier skin cancer expert. Our messaging framed wellness as an additive offering, not a shift in priorities—ensuring patients understood that they could still rely on Bliss for the medical dermatology care they’ve always trusted, now with more holistic support available.
Website Enhancements
We restructured and updated the website to showcase the new wellness offerings, with key updates including a dedicated wellness landing page, wellness services menu, and educational blog posts outlining what patients can expect from various treatments.
Print Collateral
We designed a comprehensive Wellness Services Brochure and supporting in-clinic print materials to introduce the wellness program to current patients during their appointments.
Multi-Channel Campaign
To ensure maximum reach, we launched a targeted campaign across multiple channels including social media content, Google Ads, in-office flyers, digital signage, email marketing, and a press release that was picked up by SRQ Daily. These efforts worked together to build interest, drive awareness, and encourage bookings.
Introducing Video to the Brand
To bring the new services to life and deepen patient connection, we rolled out a comprehensive video strategy across social media and YouTube. Goals included: demystifying wellness services, promoting special offers, and featuring the staff as the approachable, expert faces of the new wellness offerings. These videos provided transparency, education, and personality—key components in building trust for new healthcare services.
We also launched and optimized Bliss’s official YouTube channel, creating a content hub for educational and promotional videos that could continue building long-term visibility and engagement.
Bliss Dermatology, formerly known as Paradise Dermatology, has been a long-standing client of ours. Recognized for their exceptional medical dermatology services—particularly in the treatment of skin cancer—the practice is led by Dr. Pennie, a double board-certified and fellowship-trained Mohs Surgeon. Her reputation for clinical excellence has built a loyal patient base grounded in trust and medical expertise.
With a commitment to comprehensive, patient-centered care, Bliss was ready to expand their service offerings to include wellness treatments. This new direction was a natural evolution for the brand—one that aimed to treat not just the skin, but the whole person. By integrating wellness services into their existing medical framework, Bliss offered patients a seamless, holistic care model.
The new services include: Medical Weight Loss, IV Vitamin Therapy, Nutrient Injections, Platelet-Rich Plasma for Hair Loss, Trigger Point Injections, and more to come. The Wellness service line enhances—not replaces—the dermatologic expertise that has always defined the practice. Patients can now access functional and preventative health support alongside trusted skin care, all under one roof.
Phased Campaign Rollout
We began by introducing a name evolution to reflect the broader scope of care: Bliss Dermatology + Wellness. We updated the existing logo with a subtle yet impactful “+ Wellness” to maintain brand recognition while signaling growth. To support the shift in services, we updated the brand’s key messaging—incorporating wellness language without confusing the core dermatology patient. The tagline evolved from “The Best Foundation is Healthy Skin” to “The Best Foundation is a Healthy Lifestyle,” capturing the new holistic emphasis while staying true to the brand's roots.
A major strategic goal was to maintain and reinforce Dr. Pennie’s reputation as a top-tier skin cancer expert. Our messaging framed wellness as an additive offering, not a shift in priorities—ensuring patients understood that they could still rely on Bliss for the medical dermatology care they’ve always trusted, now with more holistic support available.
Website Enhancements
We restructured and updated the website to showcase the new wellness offerings, with key updates including a dedicated wellness landing page, wellness services menu, and educational blog posts outlining what patients can expect from various treatments.
Print Collateral
We designed a comprehensive Wellness Services Brochure and supporting in-clinic print materials to introduce the wellness program to current patients during their appointments.
Multi-Channel Campaign
To ensure maximum reach, we launched a targeted campaign across multiple channels including social media content, Google Ads, in-office flyers, digital signage, email marketing, and a press release that was picked up by SRQ Daily. These efforts worked together to build interest, drive awareness, and encourage bookings.
Introducing Video to the Brand
To bring the new services to life and deepen patient connection, we rolled out a comprehensive video strategy across social media and YouTube. Goals included: demystifying wellness services, promoting special offers, and featuring the staff as the approachable, expert faces of the new wellness offerings. These videos provided transparency, education, and personality—key components in building trust for new healthcare services.
We also launched and optimized Bliss’s official YouTube channel, creating a content hub for educational and promotional videos that could continue building long-term visibility and engagement.
How the Wellness Launch Delivered
Following the campaign rollout, analytics showed a significant increase in site traffic—especially to wellness-related pages. Visitors also spent more time on site, indicating deeper engagement with content. Video posts featuring the team and wellness information received some of the highest engagement metrics to date, including strong view counts, shares, and positive comments from both existing and new patients.
The feedback was overwhelmingly positive, with a notable increase in 5-star Google reviews. Many reviews specifically called out wellness services, affirming that our campaign successfully introduced the new service line to patients.
A Cohesive, Holistic Brand Evolution
The launch of the wellness program at Bliss Dermatology + Wellness is a clear example of how thoughtful, strategic marketing can drive brand expansion without compromising core identity. By aligning the new services with the trusted medical care already in place—and introducing them through intentional design, messaging, and campaign strategy—we helped Bliss offer a truly holistic care experience that’s resonating with both current and new patients.
About Pyper, Inc.
Pyper, Inc. is driven by achieving marketing results for our clients. From B2B to B2C, we help clients communicate with their target audiences across tactics. We'd love to hear about your current marketing efforts or new business, and see how we can help you reach your goals. Contact us today.
