A Large, Single Medical Specialty Group Practice…How to Market Outstanding Capabilities and Value
A large, east coast and highly regarded specialty group medical practice reached a new level of organizational maturity and realized many of the “target” audiences for its array of services were not aware of the depth and breadth of its clinical, consulting and management capabilities. As a result, potential patients and clients were not turning to this best-in-class group practice as their first choice. It was only after the fact certain of these potential patients and clients “discovered” they had missed the opportunity to choose and use the best.
A comprehensive services/value proposition assessment and marketing strategy/ implementation plan was needed to set this emerging enterprise on a productive course of action to get its messages out to its essential audiences, including local and regional media. Additionally, the board of directors, needed marketing professional hands-on guidance on making the best and most cost effective use of the strategy at its inception and on an on-going basis.
· Assistance Provided
To get this group off on the right step and comprehensive, strategic marketing plan was developed that included: complete profiling of the service offerings, a value proposition assessment, a market place situation assessment, SWOT analysis, marketing strategy and tactics, sales direction, financial projections and more. As with many organizations taking on professional marketing for the first time, this group needed to “step into” the comprehensive marketing plan in stages. This was no problem. Based on the client’s needs, a “Do a Little and Learn a Lot” (D3L) focused set of activities was crafted and implemented.
· Outcome/Client Assessment
The D3L plan produced communications materials and understanding of patient/customer needs that were enlightening to the President and Business Development Director. The marketing collateral is still in use and the President gained enormous insight into the internal challenges involved in aligning a large group practice with core value messaging and customer satisfaction deliver. The Business Development Director stated, “Trestle Point is efficient, hardworking and a dedicated group of marketing professionals who understand the complexities and intricacies of healthcare marketing. They provided us with worthwhile concepts and collateral but also helped us sculpt and implement the ideas we brought to the table. But most importantly, they restored order in a complicated internal environment.”