Situation
Healthcare Consulting Firm struggled to identify their value proposition and was failing to obtain sales growth due to lack of direction and focus.
My Impact
I took the executive team through a brand equity exercise as well as surveyed existing and potential clients. From the brand equity exercise and the market research identified their value proposition to the market. I created a marketing plan which encompassed a new website, new overall branding for print and online, appropriate social media interaction, and lead generation. The marketing plan allowed the company to focus their efforts and speak to their market in a voice that drew in clients.
Results
The company was able to dramatically exceed its sales goals in the first year.
Situation
Durable Medical Device Company had a disjointed marketing program; there was neither brand consistency nor strategy behind when and how they marketed. They specifically had struggled to show the effectiveness of their direct mail campaigns.
My Impact
Created an integrated marketing strategy to include social media, SEO along with analytics that allowed for the identification of dead efforts. Created a new brand equity statement after extensive internal and external research. Ensured that the brand image reflected the new brand equity statement. Developed a template for all communication that enforced this new brand equity. The equity statement allowed them to target their efforts and stand out from the competition. Refined process of selecting lists for direct mail campaigns to personalize the message to the customer based on their purchase history. Cross marketed products to increase what products each customer was purchasing where previously promotions were simply sent out to previous purchasers. Now they are selling new products to existing customers rather than just discounting products customers already purchase.
Results
Doubled response rates and reduced costs of promotions by $60K and exceeded prior year profits three years in a row where previously the company had failed to show consistent results.
Situation
Durable Medical Device Company struggled to grow its revenue from manufactured products vs. distributed products. Distributed products were sold at significantly lower margins and accounted for 60% of the total revenue.
My Impact
Created sales initiative campaigns. I did an extensive analysis of what were typical purchaser demographics by category. I then pulled out lists of customers who had not previously purchased a particular product but fit the criteria of a potential purchaser. These lists were divided up among the sales team. The initiative was designed for the sales team to call the customer and offer a free sample of the product. After the customer had an opportunity to try the product the sales team followed up to sell the customer on purchasing this product going forward. I created a simple and efficient tracking process so all had visibility on the progress and the team was held accountable to call all customers.
Results
This resulted in category increases that ranged from 10% growth (in a mature category) to 110% growth on newer categories. Overall within 2 years had completely reversed the mix of revenue. Manufactured items were now over 60% of their total revenue and sold at a significantly higher profit. They were able to attain record EBITDA for the two years during these sales initiatives due to the mix of products they were selling.