using experience innovation to drive loyalty and revenue
Although an elite scientific research and quaternary clinical care organization, this university medicine organization lacked a sophisticated marketing function. In an increasingly competitive market, its evolution as an integrated delivery network was hampered by an immature marketing organization.
Our challenge was to audit the marketing function and make recommendations on resource allocation, the function’s role and its capabilities.
Ogilvy Consulting developed a new governance model, delivering transparency in budget allocations and recommending the consolidation of physician relations outside the function. The new governance model has enabled this leading university’s medicine group to increase marketing efficiencies and deliver more impact without increasing the resource base.