A regional healthcare provider was adjusting to an increasingly competitive market. Despite the largest marketing communications budget in its history, management wanted to determine if spending was at an appropriate level and if dollars were allocated according to strategic initiatives.
We conducted a full assessment of every targeted communication over the previous years. This analysis included evaluating messages, media and frequency. This was then compared with competition in the marketplace. Lastly, we used industry standards as a benchmark for comparison. We then worked with members of the executive team to reprioritize functional areas that needed to be emphasized in the future.
After following our recommendations, the organization maintained spending levels, with specific changes based on strategic initiatives and the re-defined priorities. The firm was satisfied that they were now spending their marketing dollars appropriately and effectively.
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