“Plan to Succeed”
Objective:
An internationally renowned orthopaedic center on the West Coast enjoyed more recognition from its peers around the world than in its local market. With an onslaught of tighter reimbursements, increasing competition and two years of flat revenue, the physicians needed more than a flurry of reactionary marketing activity. They needed a plan.Evaluation:
Through an audit of the practice and its market, we demonstrated the difference between what the physicians thought and what the market thought, relative to what it was like to do business with the practice. A definite perception gap was uncovered.Recommendation:
The solution involved two distinct components. First, several operational considerations needed to be addressed. If the practice was willing to commit to some operational changes, they would see a steady source of increased business. Secondly, the practice needed an integrated communications strategy that leveraged their world-class reputation and sub-specialty expertise, and that would speak directly to previous patients - their largest source of new patients.Result:
We developed and deployed a plan that aligned specifically with the needs of those who controlled their best opportunity for growth of higher reimbursed cases. In this market, it was the area of work compensation. The market research was crucial, because it helped the practice unify its vision and make objective decisions about which opportunities to pursue. Overall, a small percentage of their marketing budget upfront created a powerful strategy for how they would spend the bulk of the budget.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
This is all we do. Expect to Win!