Case Studies
Creating A Unique Immediate Care Experience
Creating A Unique Immediate Care Experience
Creating A Unique Immediate Care Experience
How do you attract patients to a "new to the market" immediate care site among well known competitors?
Launching Into New Retail Channels
Creating A Unique Immediate Care Experience
Creating A Unique Immediate Care Experience
How does an emerging fresh food solution successfully expand to a new retail channel with different dynamics?
Leading Change At The Retail Shelf
Creating A Unique Immediate Care Experience
Leading Change At The Retail Shelf
How do you change the way retailers and consumer goods companies plan and execute secondary displays?
Accelerating Traffic At Retail
Communicating A New Standard for Primary Care Practices
Leading Change At The Retail Shelf
How do you fill a sales revenue hole to meet year end objectives?
Building A Modern Brand Identity
Communicating A New Standard for Primary Care Practices
Communicating A New Standard for Primary Care Practices
How do you create a positioning in a crowded healthcare marketplace that can break through the clutter?
Communicating A New Standard for Primary Care Practices
Communicating A New Standard for Primary Care Practices
Communicating A New Standard for Primary Care Practices
How does a suburban health care system communicate a new standard in primary care to differentiate from competitors and drive market share?
Launching an Ortho Hospital
Maximizing retailer sales and profits when a drug moves from prescription to OTC
Maximizing retailer sales and profits when a drug moves from prescription to OTC
How do you drive awareness and traffic for a new dedicated Orthopaedic Hospital?
Maximizing retailer sales and profits when a drug moves from prescription to OTC
Maximizing retailer sales and profits when a drug moves from prescription to OTC
Maximizing retailer sales and profits when a drug moves from prescription to OTC
How does a large national pharmacy chain retain and even maximize its sales and profit when this switch occurs?
Immediate Care
The Challenge: Differentiating your business to attract new patients to a healthcare system through immediate care offices.
Approach
- To create interest, a more modern and welcoming environment was created to support a unique patient experience.
- To drive awareness and conversion, a comprehensive marketing plan was developed utilizing multiple mediums including radio, cinema ads, out of home and digital.
- Post patient visit, CRM messaging supported conversion of new patients to ongoing patients. Results Significant growth and conversion of first-time patients.
Results:
Significant growth and conversion of first-time patients.
A New Standard of Care
Challenge: How does a suburban health care system communicate a new standard in primary care to differentiate from competitors and drive market share?
Approach:
- Primary care was differentiated by offering genomic assessment as part of an annual physical leading to better and more proactive care and outcomes for current patients as well as to attract new patients.
- Genetic report was developed and incorporated into a patient's medical records to support accurate medication prescribing.
- A multi-year holistic PR, Messaging and Marketing program was created to build both a national and local reputation for the organization as well as to educate patients on benefits of a news standard -- Advanced Primary Care.
- A series of persuasive advertising campaigns were developed to educate and to encourage brand switching.
- DIfferent messaging points were emphasized in the copy to appeal to different age groups.
- Physicians were key and supported to integrate into their practices.
Results:
Over five years, developed a national reputation in personalized medicine by integrating genomics into care planning with consumer feedback pointing to significant interest by competitors' patients to switch.
Building a Modern Brand Identity
Challenge: In a crowded healthcare market where academic medical centers are readily available, how can a healthsystem develop a positioning that can drive increased brand perception and volume?
Approach:
- Deep dive in research including consumer segmentation, consumer immersion and concept evaluation.
- Develop the Healthcare for What’s Communication Platform that captures the the organization’s DNA, delivered strong consumer traffic and employee pride
Results:
- Three year 5% CAGR
- Unaided awareness +16 pts
- Brand perception: +25 pts
- International Golden Davey Award for best Integrated campaign
Launching a Dedicated Orthopaedic Hospital
The Challenge: How do you drive awareness and traffic for a new dedicated Orthopaedic Hospital?
Approach:
- Develop a comprehensive marketing approach with new naming, logo and PR plan.
- Create a promotional event by building the largest cast and gain recognition from Guiness Book of World Records.
- Host the program at a local mall with significant traffic and invite people to sign the cast. Use PR and social media to drive interest
- Following event, bring the cast to the hospital lobby for ongoing display.
Results:
Significant reception by patients, the community; physicians, leadership and board members.
Strong patient volume
Launching into New Retail Channels
The Challenge: How does a emerging fresh food solution successfully expand to a new retail channel with different dynamics?
Approach:
- Change the messaging to focus on the freshness of the food and awareness of the solution rather than a price discount.
- Update in-store signage to stand out in a crowded retail environment.
- Create a co-marketing campaign with single-serve beverages from a prominent CPG to encourage trial using the high traffic item.
- Develop a targeted digital campaign to drive traffic during peak demand
Results:
Doubled average daily sales in less than 90 days.
Leading Change at the Retail Shelf
Challenge: How to drive change in the way retailers and consumer goods companies plan and execute secondary displays?
Approach:
- Quantify the benefit for both consumer goods companies and retailers.
- Create customized content including web pages, and selling materials highlighting unique product benefits.
- Partner with store operations teams to integrate into current processes and systems.
Results:
Implemented pilots in 5 major national retailers Consistently improved display execution 35 percentage points when partnered with retail store operations.
Accelerating Traffic At Retail
Challenge: Sales were forecasted to miss the target. A program was needed to drive traffic during the critical holiday season.
Approach:
- Identified the consumer behavior – we were the store of “last resort” for the last week before Christmas.
- Developed a loyalty-based program to incent return trips Created 360 degree surround sound advertising – TV, digital, radio, print and in-store.
- Generated excitement in-store through a employee engagement.
Results:
2% growth in comp store sales during critical holiday period and in subsequent year drove incremental 2% growth and 5% profit comp store growth with program enhancements.
Maximizing the Benefit of an Rx to OTC Switch
Challenge: How do you maxinize retailer sales and profits when a prescribed drug now moving to over-the-counter (OTC)?
Approach:
- Partnered retail and brand marketing teams to create cooperative plan.
- Developed strong in-store presence
- Leveraged power of pharmacy team to drive transition to OTC product in store
Results:
Consistently maintained share leadership
