Professional Services Case Studies
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IndustryProfessional Services: HealthcareClient: Well known, non-profit healthcare center Challenge: Leveraging strong brand recognition as a non-profit, free service provider, without deterring more affluent individuals from using high-end services. Our Work: We conducted multiple focus groups with potential users, and developed a brand strategy that incorporated the strength of the “old” brand with a fresh look for the new enterprise. After development and acceptance of the plan, we managed implementation, including developing an ad campaign with with broadcast and print media ; creating the marketing material, and generating media coverage. Value: The healthcare center reaped benefits from the following: - Identifying “buyer values” – Our market research pinpointed the decision-making criteria patients used in selecting facilities.
- Identifying graphic preferences – Our market research identified the logo choice which captured brand name recognition without deterring potential high end users.
- Strategic marketing plan – The board could make their Go/No Go decision on a strategic marketing plan based on sound primary and secondary market research.
- Experienced implementation – The organization had an experienced outsourced marketing and public relations team to implement the plan.
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IndustryProfessional Services: EngineeringClient: Civil Engineering Firm Challenge: Increase visibility of firm’s successes Our Work: We obtained media attention with intriguing article and story ideas; positioned firm management as attractive material for profiles, and, secured relevant rankings. Value: The firm reaped benefits from the following: - Enhanced visibility – A steady stream of articles, interviews, and profiles, increased the firm’s visibility and reinforced its key-player status its specialized area of work.
- Reinforced credibility – Third-party validation resulting from speaking and media attention emphasized their credibility and top-market positioning in the engineering arena
- Leveraging – Using marketing material as communication vehicles, e.g., distributing reprints/eprints, posting on website, etc., extended visibility as well as the “shelf life” of their marketing investment.
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IndustryProfessional Services: HealthcareChallenge: Update website to showcase the dramatic difference in “before” and “after” photos. Our Work: We developed a new “look” and logo; interviewied clients for case studies and testimonials; project managed site development; and implemented a strategic campaign to introduce the site. Value: The firm received value from the following: - Showcased expertise – Multiple case studies and before and after photos showcased the doctor’s work.
- Third party validation – Multiple patient testimonials reinforced credibility.
- Lead generation - The cosmetic surgery practice generated qualified leads through its website.
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IndustryProfessional Services: HealthcareClient: Statewide medical center and hospital Challenge: Increase utilization of key practice areas. Our Work: We conducted a marketing assessment including trends, competitive analysis, “buyer values,” – and developed a detailed marketing plan. Value: The firm reaped benefits from the following: - Identifying “buyer values” – Our market research pinpointed the decision making criteria patients used in selecting facilities.
- Strategic road map – The institution had a detailed strategic plan to implement in reaching its goal of increased utilization.
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