>> Healthcare Medical Marketing Case
Re-positioning an operator of minimally invasive outpatient medical centers
Challenge
- Largest medical group in the country providing treatment for specific medical condition
- Business model provides network physicians a suite of management support services and infrastructure
- Looking to expand current specialty to minimally invasive outpatient procedures
- Existing brand judged to be incompatible with future direction, requiring brand re-positioning (including new brand name, identity and communication plan)
Action
- Market assessment, including brand equity research to understand current brand image
- Strategic visioning to assess 1) brand architecture alternatives, including masterbrand vs. subbrands; and 2) cost/benefit of repositioning, including new brand name
- Exploratory and concept optimization healthcare market research to optimize various brand architecture, positioning and naming alternative concepts
- Final brand strategy and action plan for achieving new brand positioning
Results
- Redefined business vision, mission and strategy, drawing on consulting study results
- Repositioning of original concept, including new name, brand identity and communication plan (with stronger clinical brand associations)
- Increased business growth, including both therapeutic and geographic expansion
Contact EquiBrand to speak with a healthcare marketing consultant, pharmaceutical marketing consultant or medical marketing consultant.
Click to see our other medical marketing consultant cases or non-medical cases.
