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Essentials of Health Care Marketing, Fifth EditionEric N. Berkowitz
A major academic health care system in the United States is in the final stages of awarding its advertising campaign budget for the year. In doing so, they had initially asked for proposals from ten firms in which the RFP asked for the following details:
• Background of firm• List of major clients• Capabilities in digital and traditional media• Examples of three campaigns that the firm feels are their most innovative and descriptions of effective metrics of success in those
campaigns
The health system had a preliminary review of six firms from the initial list of which they planned to reduce to three firms to make a final presentation to a marketing committee. The Blackstone Group was one of the six firms selected. Michael Grayson received a call from Jane Stinson, the V.P. of marketing at the medical center, telling him of his firm’s selection into the final pool. The health system committee was comprised of the senior vice president of marketing, Jane Stinson, the vice president of strategic planning, the chief medical officer, the chief administrative officer, the vice president of nursing, the vice president of talent resources, and the president of the medical staff, and the chief financial officer.
Jane Stinson emailed Michael and asked to arrange a convenient time to discuss the details of this next stage that would involve a presentation in front of the full committee. On the following Friday, Jane Stinson called. “Hello, Michael, thanks for making the time to chat about the upcoming session. I want to further focus on your upcoming presentation for this final portion of our review of the firms. The academic health system is really now going to focus on ‘engagement’ in the coming plan. I say this as it encompasses not a year but is a strategic focus for our major markets, which as you can understand as a major academic institution is, of course, patients, but more than that, as our channel of distribution is more complicated than only patients. In that regard, I expect you will speak to that fact. Secondly, as we move more to an engagement perspective, we are very sensitive to that fact that we exist in a digital age, and so how we track those investments is going to be a real concern to our committee and how you propose we do it with any dollars that we ultimately expend with a plan that you propose.
“So, as you lay out your plan to us, I will say there are two broad themes I ask that you keep at the forefront of your presentation to us: engagement and metrics. If we come to the end of your ninety minutes, and that includes questions, I think it will stand you in good stead with the committee. Call me if there is any additional information that you need, and my administrative assistant will get it to you. We look forward to seeing you on the thirtieth. And thank you for being interested in working with us.”
At that point, Jane hung up, and Michael called his colleagues into the room to replay the call.
Competing for an Advertising Campaign and the Metrics for Success
CASE STUDY
