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Venerable B2B Health Care Brand Needed Increased Presence and New Relevance

Challenge/Issue 

For almost two decades, the Studer Group was the leader in the delivery of patient satisfaction, performance improvement and cultural transformation for hospitals. But as competitors entered the marketplace the company needed to re-energize its brand and elevate its authority in new service areas such as Care Transitions, Perioperative Services and High Reliability Organizations.

Analysis/Strategy

Our competitive media analysis quantified Studer Group’s share of voice, along with three top competitors, among target B2B outlets and key words that aligned to the service lines Studer wanted to promote. When Lovell was first engaged, a Studer competitor owned 100 percent of the share of voice in the three-month period we analyzed.

We developed a thought leadership plan to reinvigorate the Studer Group brand and increase its visibility nationally by telling its story to current and prospective hospital partners. We focused on highlighting the company’s strengths and points of differentiation; leveraging emerging issues, trends and news items; promoting the depth and strength of Studer Group’s subject matter experts as thought leaders; creating compelling content related to its 10 service lines; and showcasing client success stories.

Execution/Results

Working with SMEs across the company, Lovell developed highly targeted media pitches that emphasized the challenges health care providers face and how Studer Group solutions successfully address them. Studer Group achieved significant improvement in share of voice in just the first year of our engagement.  The top competitor saw a 63% decline in share of voice and the spread among the top three competitors narrowed to just 15%. Lovell secured 20 media placements in B2B health care trade publications that year, including a cover story in Modern Healthcare. All of the articles aligned to at least one of Studer Group’s 10 service lines and had a collective audience reach of 4.5 million.

Client Response

“Lovell gets B2B health care. Their strategy and insights – along with flawless execution and industry connections - were exactly what was needed to move our brand in the right direction – and FAST.” 

Debbie Landers, Studer Group Executive Innovation and Product Leader

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