Project Description

Medical Marketing Consulting

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

Result

  • 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

Learn more

Contact EquiBrand to speak with a healthcare marketing consultant, pharmaceutical marketing consultant or medical marketing consultant.

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