Case studies are all about results:

B2B Marketing for Healthcare

Challenge:
An executive compensation consulting firm in the healthcare world wanted to extend the reach of its research – comprehensive annual surveys of hundreds of hospitals and health care systems on compensation trends. The firm was in the throes of a rapid growth plan. They needed marketing support and media attention that could catapult their reputation onto a national stage.

Taking an integrated marketing approach, we mobilized our relationship with the nation’s largest weekly healthcare trade magazine, Modern Healthcare, a division of Crain’s. Through carefully-crafted news releases, we negotiated the annual pick-up of SullivanCotter’s survey results in the publication, contributing to a cover story every year since. After three years, we parlayed a strategic marketing buy with the magazine into an educational webinar, a first for SullivanCotter and the magazine. The webinar was moderated by Modern Healthcare’s highly-respected publisher and attended by nearly one hundred key executives.

Results:
When the company came to us, they were conducting business by word of mouth and had established three office locations. In year two of our relationship, this regionalized business expanded from Chicago, Detroit and Atlanta to eight more offices nationwide. Today, the firm is recognized by both clients and the media as one of […]

www.ziegler.com

Challenge:
Maximizing a marketing budget during a recession is imperative to the long-term health of a company. After relocating their headquarters to Chicago, the executives and the marketing director at Ziegler had the foresight to note that the only way to successfully continue increasing the company’s presence and media coverage was by maximizing the existing human resources. They needed to train the marketing department to incorporate public relations into the investment firm’s overall marketing strategy.

Our Solution:

• Train the team to think like PR strategists.
• Create a custom public relations training program that both mid and senior level staff would find meaningful.
• Outline the basics of PR, Media Relations, Crisis PR and Social Media.
• Study and analyze real life PR case studies and existing PR issues at the company.
• Create a PR plan for each area of specialty.
• Work with small groups of staff on current PR issues and develop a strategy.

Results:

• The staff now has a PR road map and work plan for each specialty area.
• The company has learned to leverage PR industry tools and increase their exposure.
• The company has a crisis PR plan and process in place should they ever need it.
• The marketing department […]