“50 Cents on the Dollar”
Objective:
One of the largest orthopaedic practices on the East Coast wanted to re-establish its brand and communicate it to the market. The physicians set aside a reasonable budget, but wanted to get the most from every dollar.Evaluation:
We reviewed the market, the practice’s geographic coverage and multiple promotional scenarios. Special attention went toward evaluating its hospital relationships throughout the region.Recommendation:
We recommended and implemented a co-op marketing strategy with several of those hospitals. Unlike most private practice/hospital marketing partnerships, which promote at a service line level, we negotiated and structured an approach that maintained brand autonomy and took advantage of buying power it did not otherwise have.Result:
"XYZ Orthopaedics at ABC Hospital!" The practice's individual identity was reinforced with every promotional communication, rather than diluted by hospital messaging. Marketing efforts were elevated to a level that enabled the practice to achieve awareness, preference and a track record of continuous new patients. Additionally, we helped them do it for 50 cents on the dollar.Exceptional Results Require Focus and Action | The Market Either Chooses You or a Competitor | It’s About Getting Your Objectives Right | Plan to Succeed | Spending Less, Getting More | The Profitability of a Shared Vision | The Name Game | Relationships, Not Advertising | 5o Cents on the Dollar | The Hand-Me-Down Identity
Expect to Win!