Emory Facial Center - Marketing Dashboard: Plan on a Page
Challenge
Emory Facial Center (EFC), a division of Emory Healthcare, provides a complete continuum of surgical and non-surgical facial enhancement services. EFC needed a marketing plan to capitalize on opportunities to grow its client base, communicate with its targeted referral sources, and educate consumers on the value of maintaining their natural beauty. Due to limited marketing resources, EFC needed a plan with diverse and measurable cost-effective elements that could be managed in-house or outsourced as necessary.
Solution
c21's Marketing Dashboard: Plan on a PageSM development began with extensive EFC competitor research to determine the facial center's competitive advantages. We interviewed EFC's staff and treatment teams and reviewed focus group information to understand the brand's attributes. With the goal to establish EFC as the premier provider of facial services in Atlanta, c21 created measurable objectives to be achieved through the implementation of marketing PR strategies that included media relations, Web site enhancements, speaking engagements, special events, e-newsletters, a concierge service and pay-per-click advertising. Primary, secondary and tertiary marketing messages for key audiences, including referring physicians, former and current clients, executive networking groups and media were also articulated. c21 gave each element a distinct "owner," — Emory, c21 or other agency partners, which allowed Emory to plan for and allocate staff and funding resources accordingly.
Results
c21's Marketing Dashboard: Plan on a PageSM was presented to Emory leadership with positive results. The one-page overview was cited as a model for future initiatives across Emory's health system.
"c21 summed up my philosophy very well and it is both well researched and written. Thanks c21!"
Seth Yellin, M.D. — director of facial plastic surgery, Emory Healthcare
"You are awesome. Thanks for all you have done and we appreciate the partnership with c21."
Sandra Mackey — executive director of marketing, Emory Healthcare
For more information on c21's Marketing Dashboard, contact Sharon Goldmacher at sgoldmacher@c21pr.com or 404.814.1330
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