TeamHealth is the nation´s leading provider of hospital-based clinical outsourcing of emergency medicine, hospital medicine, radiology, teleradiology, urgent care and pediatric staffing and management services. TeamHealth engaged Lovell for guidance on consolidating geographically disparate businesses under a single corporate brand and gaining more top-of-mind awareness with its target audiences.
Strategy and Tactics
After research, which included one-on-one interviews with C-level executives at current and potential client organizations, Lovell recommended consolidating the company´s far-flung brand under one umbrella and managed the evolution of that brand consolidation through the creation of a new logo. The research also guided and informed the development of a national advertising campaign. Additional tactics included media relations, strategic networking, collateral development and various online strategies to reach hospital CEOs, medical residents, physicians and important decision makers.
Lovell effectively implemented new visual branding, secured dozens of media placements in trade publications and established company executives as industry thought leaders. We placed bylined articles and secured speaking opportunities for the company´s experts with relevant publications and professional organizations including U.S. News & World Report, Fortune, BusinessWeek, HealthLeaders, hfm, Hospitals & Health Networks, Patient Safety & Quality Healthcare, Resident & Staff Physician and the American College of Healthcare Executives (ACHE), among others.
A company that wants to get ahead of the competition by positioning itself as an industry leader needs to establish a comprehensive thought leadership strategy,...