When Caring Is Not Enough!

Industry

Health Care

Client Profile

Leading Regional Health Care Provider and part of a large not-for-profit managed care system.

Situation

Facing challenges associated with growth and increased competition, this organization was facing its first every sequential months of operating loss. Client referral and acquisition trends were on a serious decline. To complicate matters, the organization lacked sufficient internal resources to address the root cause issues and develop a market plan. The organization, overall, did not understand the importance of changes in its competitive environment and the need to become market facing.

Solution

In collaboration with the Executive Director and leadership team, initiated a cross-functional change management and market assessment project. The project was branded and formally launched, engaging a key team of influencers within the organization. Determined key issues in the acquisition process as well as marketing needs. Delivered a 12-week project that evaluated the key issues and developed an action plan to address the issues. Used change management techniques and a cultural assessment to help drive awareness of the issues and to drive internal awareness of the need to become market focused. Worked will all functions of the organization (at all levels) as well as with key partners, patients and potential patients.

Results

Multiple action plans and key recommendations have been accepted. The organization, throughout, has adopted the concept of becoming market focused and there is now active inertia towards new goals. Refined the foundation for the marketing message (including differentiators) and delivered a high level segmentation and service output demands analysis for marketing purposes. The organization has implemented all of the changes including re-organization, hiring new resources, launching a new logo, marketing materials, successfully rolling out a name modification and implementing a better referral code system. Results include client acquisition effectiveness improvements of 25% and record breaking daily census. The organization was then sold to a for-profit organization.

Client Satisfaction

Extremely satisfied. Two new projects have resulted per the recommendation of this engagement. The client's volunteer board has become actively involved in the process as well.