A Brand and Website Transformation for Maryland’s Largest Physician-Owned Primary Care Practice
How a Website and Brand Overhaul Helped a Nearly 30-Year-Old Healthcare Practice Pivot for the Future
The Opportunity
After 29 years of serving Central Maryland, the physician partners and executive team at Maryland Primary Care Physicians (MPCP), the largest physician-owned primary care practice in Maryland, reached a clear turning point: their brand needed to reflect the modern and patient-centered experience they were known for today, outgrowing the brand they built decades ago.
Since its inception, MPCP has grown substantially and now serves over 230,000 patients of all ages across 10 office locations. In recent years, the practice has made intentional investments to improve access, continuity of care, and the overall patient experience, including:
- Offering evening, weekend, and same-day appointments
- Creating an afterhours telemedicine program as an alternative to urgent care for sick visits
- Opening a Specialty Department with in-house endocrinology, nutrition, cardiology, and genetics teams
- Expanding staff and upgrading offices
- Introducing online self-scheduling to make it easy for patients to manage their own appointments
The challenge? MPCP’s brand, website, and digital assets were stuck in 2012 (no, really – that’s the last time they were updated) and were ill-equipped for the digital landscape of 2025 and beyond. Outdated visuals, accessibility gaps, and underperforming SEO made it difficult for new and existing patients to fully understand the scope of services available or experience the practice’s personal approach before ever stepping into an office.
To support continued growth and better serve today’s patients, MPCP needed a digital presence that matched the quality, accessibility, and trust they delivered every day.
The Goals
When MPCP brought in Agency 102 as their full-service healthcare marketing partner in Fall 2024, a new brand and website were at the top of our recommendation list. We worked with MPCP’s leadership to define our primary goals for the effort:
- Goal #1: Modern, Digital-First Brand Rooted in Trust
— Honor MPCP’s legacy brand by evolving MPCP’s color palette rather than replacing it
— Introduce icons and visual motifs to support clearer communication across digital channels
— Create a look and feel that resonates with both long-time patients and new families seeking care - Goal #2: A Patient-Focused Website Built for Access and Growth
— Develop targeted content for AI and SEO, with a particular focus on capturing non-branded, local search traffic from potential patients seeking care
— Optimize site setup to convert new patients by encouraging patients to submit interest forms
— Encourage use of MPCP’s new online scheduling system
— Meet digital accessibility standards with proper contrast, alt text, and formatting— especially important for an aging audience
— Present providers in a consistent, professional way while still highlighting their personalities and approach to personalized care
— Create a site backend that MPCP’s internal team could easily update and maintain over time
A Collaborative Approach
To support the scope and complexity of the project, MPCP partnered with Agency 102 as its full-service marketing lead. Agency 102 guided strategy, competitor analysis, content development, and user experience, ensuring every element aligned with MPCP’s patient-first mission.
Specialized partners were brought in to support execution:
- Orange Element led brand design and website development
- Drumm Digital Media captured updated provider headshots and exterior photography for all 10 MPCP locations
Together, we built and rolled out a complete brand identity, asset library, and website, including:
A fully designed website with 207 pages built across 12 unique page templates
100 updated provider profiles with integrated Google reviews
125 new provider and on-site medical office photos
A refreshed asset library, including 8 poster templates, 10 social media templates, and 10 on-site screen graphics
Brand:
MPCP’s refreshed brand honors its legacy by keeping the same color palette and name. The updated color palette provides sufficient contrast for digital devices, and the new depth conveys a professional and calming tone. The icons and color gradients offer more visual interest and communication tools.
Website:
The update to Maryland Primary Care Physicians’ website features targeted, locally optimized content to attract potential patients through search engine and AI queries, while a streamlined layout encourages patient acquisition through online scheduling and contact form submissions.
Behind the scenes, the backend is now easier to manage, and the site meets accessibility standards to better serve an aging population.
Website:
Updated bio pages make it easy for prospective patients to learn about their providers, including finding patient reviews, languages, specialties, and professional background. They also offer patients a glimpse into the provider as a person–an especially important benefit for a younger generation of providers seeking to establish long-term relationships with patients.
Website:
The overhauled careers page makes it easy for potential employees to easily find and sort through job listings and benefits. As recruitment becomes increasingly competitive for primary care physicians, this improved page provides MPCP with a valuable recruiting tool.
Meeting Benchmarks
In the first 5 weeks since site launch, we’ve recorded:
- Consistent overall site traffic and stable contact form submissions for interested patients, with a site conversion rate of 2%, consistent with healthcare website averages
- Improved keyword rankings for target keywords, including “Maryland primary care doctor Near Me” and other location-based keywords
Conclusion
MPCP’s brand and website update reflects a practice that has grown thoughtfully alongside its patients. The new digital presence mirrors the accessibility, professionalism, and personal approach that define care across MPCP’s offices, helping patients better understand their options and engage with the practice in an easy, personalized way.
With a modernized brand system and optimized website, MPCP is well-positioned to support continued growth while maintaining the trust it has earned over nearly three decades.
At Agency 102, we partner with healthcare organizations to build digital experiences that serve patients, support providers, and scale with intention. If your medical practice is evaluating how its brand and website support growth and access, share your goals with us today.
