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
Known in small circles as a coaching, mentoring and educational agency specifically focused on serving healthcare administrators and care professionals wanting to improve their bedside manner, 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, we held several workshops to help the 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.
As a result, we developed the "healthcare leaders of tomorrow" messaging theme that could be leveraged across all offerings (coaching, courses, certificates) and launched 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
OUTCOMES
The campaign is being actively promoted with tracking and measurement in progress. As of launch, data collected has been anecdotal with reception of the new visual execution and messaging tone being overwhelmingly positive.
LETS GET TO WORK
Rally the troops and raise the stakes; it's time to craft a story that positions you as the category standout.
I work with bold, entrepreneurial, and impact-driven organizations seeking change. If that sounds like you, then there's someone I want you to meet. (Hint: it's me).