THE CHALLENGE
The facility would be called the Duke Center for Integrative Medicine. And like any new concept, launching it would have its share of challenges, chief among them: how to market a service consumers know nothing about? Duke turned to Remedy for help with two critical activities. One: conduct extensive consumer and employer research to help guide the development of the service offerings. Two: develop a comprehensive marketing plan to pave the way for a successful launch.
THE RESEARCH
We recommended conducting market research with a number of audience segments, from physicians and corporate executives to healthy consumers and those recently diagnosed with a serious illness. This approach would identify the target audiences with the highest potential to utilize the new center, and would provide rich feedback to proposed offerings to increase their appeal. We also completed an extensive analysis of national programs that offer integrative medicine in a variety of settings, from luxury resorts to academic medical centers.
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THE FINAL PLAN
The rigor of the research process yielded invaluable insight that formed the foundation of Remedy’s final plan, which included a detailed synthesis of the research findings, recommendations on the highest potential target audiences, recommendations on program refinements to increase their perceived value and utilization, a recommended positioning platform for the new center, and a comprehensive year-one marketing plan.
CLIENT FEEDBACK
Of our contribution to the launch, Bruce Kennedy, director of marketing at Duke University Hospital, had this to say: “Remedy’s insight into healthcare, marketing, operations, and communications was invaluable, and provided us with real and effective marketing solutions for both internal and external audiences. Along the way, they kept the project moving and kept us on task — quite an accomplishment with an organization as complex as Duke.”
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