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Blue Cross Blue Shield Tennessee

CRM Optimization for Member-Centric Marketing Challenges Marketing technology was aging and riddled with outdated customizations that make upgrades and introduction of new feature sets very cost-prohibitive. Lengthy segmentation process on inflexible technology severely limited the speed by which the mar-tech team could execute marketing and clinical campaigns. Internal teams, frustrated by the slow turnaround times,…

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American Red Cross

Transforming Non-Profit Marketing Challenges Seek innovation in delivering constituent preferences and experiences Increase lead volume through awareness and positioning of programs Optimize lead acquisition efficiency and quality to increase donations Enhance lead management effectiveness and improve major donor conversion and recurring contributions Improve post-donation experience to maximize recurring donations Approach Gathered business requirements and facilitated…

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Prium

Improving Sales and Marketing Efficiency Challenges Clarify and simplify go-to-market strategies/tactics, with a distinct focus on accelerating sales cycles and overall customer portfolio growth Understand customer insights as a basis for driving improved product development Improve tactical execution, including sales materials, web sites, and other core marketing elements Embrace the need to integrate the PRIUM…

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Ingenuity Health

Brand Launch and Positioning Challenges Launch a new dedicated medication monitoring services company into the behavioral health market and claim the market leadership position Position Ingenuity Health as a solutions partner who will help psychiatrists and clinicians, caring for the severely mentally ill, gain valuable insight into actual medication adherence Approach Interviewed critical stakeholders and executives…

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Ellura

Marketing Plan for New Brand Launch Challenges Historically marketed prescription products to physicians and distributors – minimal expertise in direct-to-consumer marketing Strategic and marketing priorities: Establish and grow ellura market share in an already saturated market Secure ellura’s brand presence as the highest quality, clinically prove and most effective product in its category Needed to…

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Kaiser Permanente

Creating A Service Delivery Strategy Challenges Kaiser Permanente wanted to expand market share in 3 key Southeast markets Kaiser also wanted to redesign the patient care delivery model to improve patient care and reduce operating costs Approach Identified growth opportunities in each market based on consumer needs and competitive dynamics Performed assessment of current service…

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Intralase

Bringing Brand Positioning Into Focus Challenges IntraLase wanted to know what motivates purchase of IntraLase technology among MD’s and how the technology should be positioned IntraLase was also interested in how to position their technology with MD’s potential patients and needed to determine what motivated them to purchase Lasik surgery Based on the potential positioning,…

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Humana

Creating Strategic Focus To Accelerate Results Challenges Humana had a number of important initiatives underway that competed for scarce internal resources and executive mindshare Progress on the initiatives was behind target and slowed achievement of multi-million dollar benefits associated with the projects Approach Identified key initiative development and execution issues and the resultant financial and…

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Coloplast

Improving The Brand Experience Challenges Coloplast did not have actionable feedback from clinicians and materials managers Marketing and selling processes and materials were lacking segmented and prioritized importance based benefit messages Approach Conducted clinician and materials manager primary research to develop current state assessment and needs hierarchy Analyzed stated versus derived importance of product and…

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Biotechnology Industry Organization

Capturing Customers Through Engaging Video Challenges BIO conducts networking and business development events around the world including China, India, Europe, the US and Japan Events have traditionally been promoted and managed individually and there was little cross-leveraging to bi-laterally promote attendance and support the success of each event Year after year attendance figures for most…

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Amsurg

Navigating The Consumer BuyWay Challenges Changing industry business practices validated that patient focus is growing in importance Convergence of market trends pushing more direct consumer involvement in health care decisions No significant Amsurg direct consumer marketing initiatives Concerns about competitors building consumer preference through direct marketing that could affect Amsurg growth Approach Segment customer base…

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Ameritox

Brand Positioning and New Value Proposition Challenges Ameritox owned three separate brands all with different positioning and brand messaging Current messaging was complex, poorly focused, and didn’t differentiate the brand from its competitors Recent organizational restructuring had created gaps in operational efficiencies and processes Approach TopRight conducted a thorough discovery process –conducting multiple executive workshops…

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