Challenge
Hospital administrators make the decisions about whether or not, and to whom, they should outsource hospital-based services. The competition is stiff, and TeamHealth wanted administrators to know that, compared to their competition, TeamHealth has higher customer service satisfaction scores (based on third-party research.)
Strategy and Tactics:
Lovell research showed that peer-to-peer recommendations are one of the strongest influencers in the decision-making process for hospital CEOs. In other words, testimonials are effective. Instead of expecting CEOs to reach out to a list of TeamHealth references, we worked with TeamHealth to create short, put powerful video testimonials that could be sent directly to the CEOs.
Results
The resulting videos were selectively emailed to prospects as third-party endorsements of TeamHealth. Almost immediately, the videos generated requests from hospital CEOs.
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