HEALTHCARE EXPERIENCE FOUNDATION
Now Enrolling: Healthcare Leaders of Tomorrow
Differentiating a compassionate-driven emerging leader institute from the stodgy, sterile, cold competition.
Key Contributions:
- Account Service
- Brand Positioning Strategy
- Communication Strategy
- Research & Analysis
- Web & Digital Strategy
- Copywriting
- Concept Development
- Creative Direction
- Design
THE GIST
The Healthcare Experience Foundation is a national organization of experienced former and current healthcare executives, administrative leaders, physician leaders, and nurse leaders who coach, consult and educate the next generation of care providers on delivering compassionate, human-centered care.
PERCEPTION
HXF needed to expand its mission and message to broaden its audience and its reach. But they faced a bigger challenge: falling into the trap, like their competitors, of looking and sounding like a hospital—cold, corporate, sterile.
POSITION
Meeting with executives leaders and several coaches, we convened a strategic planning session to identify key attributes of differentiation, strengths and value to the industry. In addition to conducting competitive analyses, several workshops were held to help the executive team articulate the core value and position.
Where other competitors focused exclusively on corporate jargon, board room terminology, and messaging tailored to executives; our opportunity became clear. We needed to utilize a storytelling approach that resonated with the individual, intrinsic needs of healthcare professionals—and why they went into the practice of medicine to begin with—to help people heal. Unfortunately, healthcare administrators are often perceived as corporate (and in extreme cases "compassionless," further creating a rift of distrust between care teams and administrators.
As a result, we developed the "healthcare leaders of tomorrow" messaging theme to tap into care teams' desire to change healthcare from within, empowering them to become the leaders that healthcare needs more of. This messaging could be leveraged across all offerings (coaching, courses, certificates) and served as the platform to launch a refreshed visual and verbal campaign unveiling the new position and executed with bold, new language.
TO BE DETERMINED
TO BE DETERMINED
CONVERSION
WEBSITE VIEWS
NEW SITE VISITORS
SALES BOOST
SOCIAL FOLLOWERS
NEW PRODUCT LAUNCHES
OUTCOMES
Within first 3 months, this campaign generated a significant boost in engagement and conversions resulting in 10,000 new website visitors and a 13% boost in sales. Social engagement soared and converted to a 143% increase in follower counts. The repositioning recieve praise from executive leadership for being accurately representative of the organization's core values and beliefs.
