Case Study 1

The client was part of a major, vc-backed, independent European healthcare group with 30 hospitals in the UK including five neuro-rehabilitation centres.

Best known for its delivery of mental health and addiction programmes, the neuro-rehabilitation side of the business was finding it difficult to achieve awareness of its own specialist resources.

Marketing2Business’s approach was to undertake

• A comprehensive review of private healthcare provision in the sector to identify current and emerging trends.
  
• Structured interviews with senior clinical staff, neuro-consultants, and hospital directors
  
• Internal brand workshops with the core team
  
• Interviews with external stakeholders including private health insurers, personal accident and injury lawyers, support organisations, and NHS staff
  

This resulted in a comprehensive marketing strategy which provided a strong foundation for all marketing communications:

• Based on the unique strengths of the client
• Focussed on the needs of patients, families, and support groups
  
• Clearly differentiated from but linked intrinsically with the Group brand
  
• Capable of being communicated consistently both on and off-line
  

Marketing2Business were retained as Marketing Mentors to implement this strategy and increase awareness within specialist audiences. This resulted in an increase of average bed occupancy from just over 60% to 90%.

Case Study 2

This university department had developed a portable water testing kit with Oxfam for use in developing countries, and had successfully sold it over a 15-year period.

Aware that the technology had aged and competitive pressures increased, they wanted to review the opportunities for developing an enhanced kit and market it to existing and new clients

Marketing2Business undertook an in-depth study of the situation which involved:

• Telephone interviews with past and current clients to identify strengths and weaknesses of current kit
  
• Feasability study to test whether the proposed features of an enhanced kit would meet the current and future needs of end-users.
  
• Competitor analysis to understand the extent and nature of competitor activity within the NGO market sector for portable water testing kit.

Marketing2Business provided the client with:

• A new and unique brand positioning of an internationally recognised brand as a “socially responsible” supplier who reinvested all profits into research to improve the quality of water worldwide, unlike their commercial competitors.
  
• Marketing strategies to increase client retention and rate of referrals, and to raise their profile to increase the volume of new enquiries
  
• Detailed competitor analysis including product specifications, pricing, geographic territories, and markets served
  
• A refined product specification for the new kit based on a clear understanding of the needs of end users.

Case Study 3

An educational, multi-location, not-for-profit organisation with no central marketing strategy recognised the need to agree objectives and focus on achieving them.

Each location was undertaking its own marketing resulting in mixed messages, lack of focus, poor use of marketing funds, and damaged brand integrity.

Marketing2Business undertook

• Workshops to discuss and agree overall marketing objectives and involving a mix of functional roles and seniority levels
  
• Brand perception testing internally and externally and the results compared with a recently adopted brand statement.
  
• Facilitated discussions around the question ‘What needs to happen now?’ in order for the gap between current and desired brand perceptions to be reduced.
  

The result was a fully integrated marketing strategy which had the buy-in of staff and enabled the CEO to make recommendations to the Board of Trustees for a change in organisational structure.

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