Client
National procurement and supply chain logistics services firm for materials managers in the hospital industry. Located in San Francisco, CA & Dallas, TX.
Challenge
New company was a spin-off from Tenet Health Care system as a GPO (Group Purchasing Organization) providing procurement and supply chain services using the internet to hospital materials managers. Started from square one in brand development, value proposition, marketing development and all communications. Required logo completion and implementation, marketing strategy, initial collateral, sales materials, templates and trade shows.
Solution
Acted as in-house VP of Marketing working with CMO on definition and development of initial marketing support requirements.
Analysis
- Support on competitor intelligence investigation
Strategy
- Initial marketing communications strategy
- Corporate identity development and comprehensive identity standards guidelines.
- Definition and implementation of key support programs including collaboration with executives, Texas office, sub-contractors, agencies of record.
Implementation
- First collateral direction, value propositions, supervision of agency
- PR support
- First trade show design, development, employee training, on site management
- Corporate presentation preparation and coordination
- Management of sub-contractor relationships: Whaley Design (PPT), OgilvyPR, San Francisco, Direct Design, Ogilvy, NY, Strategic Events, NY, Enterprise IG, SF, Holden Graphics, TX, Ventro, Mountain View.
- Developed cost-effective tools that enabled constant modification, as market rapidly changed.
- Provided first training to Dallas staff on trade show sales.
Measurement
- Outstanding customer responses to first trade show presentation. Successfully handled press contacts for positive media coverage.
- The contract was so successful that Broadlane extended an offer to Ms. Weil to join the management team and oversee their marketing efforts.
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