PathGroup is a business-to-business company providing comprehensive anatomic, clinical, and molecular pathology services to hospitals, physicians and medical practices. With the agency, I started working with them on a branding overhaul project that launched with a logo refresh and tagline. Other projects were implemented to spread this new look and feel to other service lines throughout the company.
Delta Dental of Tennessee wanted to develop an icon for a new campaign to revolve around. Working with Sullivan Branding, the idea was presented as a simple, but a very effective emoticon :). Since we are all so entrenched with texting and short-hand, we thought that this icon would be so simple, but say so much. The line that is paired with this icon is "Dental made simple." From here, website comps, mobile advertising, directory covers, direct mail, brochures and sales sheet templates were produced.
HackensackUMC Mountainside is a member of Montclair Health System, LLC, a joint venture of LHP Hospital Group, Inc. and Hackensack University Medical Center. They are a 365 bed hospital that serves Montclair, NJ and its surrounding communities since 1891. After the joint venture with HackensackUMC, Mountainside needed to re-introduce themselves to the community as better, bigger and stronger than before. Working with Sullivan Branding, a vigorous Emergency Department campaign was developed as well as a print campaign that congratulated their awards and achievements. Other deliverables that were created, consisted of internal newsletters and banners, a micro campaign for breast cancer mammographies, and landing pages for bariatric information and seminars
As a technology company dedicated to medical clients, InQuicker’s service is revolutionary. InQuicker is an Online Waiting Service™ that gives patients and hospitals more control over the immediate and emergency care experience. Many prospects had difficulty understanding the benefits. Gatekeepers, conflicting agendas, and multiple segments within targets made the job of educating prospects even more difficult. With the agency, we developed and split-tested two direct mail and email campaigns, each leading to a landing page where prospects were offered an introductory webinar.
Cogent is the nation’s leading private hospitalist and intensivist company, providing clinical solutions at Acute Care and Post-Acute Care facilities. I began working with them in 2009 to revamp a stale recruitment and sales campaign. Working with the team, research was done to examine the challenges of C-suite executives in keeping costs down and the details of physicians’ quest for worklife balance. The resulting campaigns targeted the two groups separately through print and online media. It addressed the issues head-on and positioned Cogent Healthcare as a partner who understands both the problem and most importantly, the solution. Later, when Cogent merged with another hospitalist giant to form CogentHMG, we needed to blend the two brands into one organization poised to revolutionize hospital medicine for hospitals, patients and physicians.
The 16 locations of Tennessee Orthopaedic Alliance make up one of the largest physician practices in Tennessee. As a network of ambulatory surgery centers, the business faces unique business challenges — competition with traditional hospitals, referral-based patient traffic, and a highly specialized service offering. TOA conducted an indepth strategic planning engagement, in which the agency produced a focused marketing plan designed to grow new patient volumes. A multi-pronged campaign of social media and traditional advertising launched that measured success by the number of new patient referrals.
MedSolutions strives to meet the challenges of the healthcare industry through Intelligent Cost Management, developing and introducing new services that extend beyond utilization management to capture maximum savings, reduce overall treatment costs, and ensure diagnostic accuracy. At the agency, a defined brand position was developed, essential to representing MedSolutions among its competitors as well as unifying and driving its new divisions toward collaborative success. From the brand position, their service offerings were consolidated into one solid brand. A website, collateral, and new sales materials were also created.
Spheris was a medical transcription company that provided document services for roughly 500 hospitals and health systems. The challenge was to integrate marketing and brand strategy into their sales process. Strategic marketing and sales materials were developed for their sales force, seizing the opportunity to push a consistent message to their C-suite prospects. In addition, a campaign was developed that not only helped Spheris go head-to-head with the competition; it also directly addressed concerns about what it really means to outsource in today’s technology landscape.
In working with Saint Thomas Health Services, I was able to support them in a freelance capacity on a project-by-project basis. Materials such as direct mail, seminars, conference materials and new facility announcements.
Throughout the years, I have been able to make a difference with small businesses and B2B manufacturing. By jumping in and learning about their targets, goals and products, I have been able to successfully take them from a "minors to majors" role against competitor's they never thought they would have a chance against.