A pediatric healthcare system seeking to evolve its brand to maintain market leadership and foster growth, and develop a data-driven, integrated marketing planning process.

Brand Evolution

Challenge:

• Develop a clearly-defined brand that positions the company for growth in a rapidly-changing marketplace
  

Rand Inc. Solutions:

• Apply business-driven process that considers all implications of evolving the brand
• Clarify business goals, opportunities, and challenges
• Educate executive team on the role and importance of the brand in maintaining leadership as well as growing volume and revenue
• Conduct in-depth qualitative and quantitative research to understand the needs and perceptions of key target audiences – consumers and referring physicians
• Test messaging and creative executions with target audiences
• Develop Brand Architecture as foundation for brand relaunch

Planning Process Reengineering

Challenge:

• Implement a business-driven, quantitative, integrated marketing planning process
  
  

Rand Inc. Solutions:

• Map current planning process, outputs, timing, and constituent roles
• Identify gaps and opportunities for improved integration and business alignment
• Develop and map new planning process
• Develop models for alignment of marketing investment with business opportunities and challenges