Accelerating a health revolution

CASE STUDY

Challenge

A single donation of over $100 million gave an emerging medical institute a momentous opportunity. It now had the funding to double its workforce, build a better infrastructure, and advance new ways to improve lives. Its challenge was limited awareness. The people it needed to reach – including partners, employees, and patients – weren’t clear on its purpose. In addition, its area of specialization was underappreciated. As a result, its potential impact on overall health was not obvious. Audiences needed to see the compelling case for why this institute existed and what it could offer them.

STRATEGIC CONTRIBUTIONS

  • Led and facilitated development of institute’s purpose and positioning statements

  • Crafted messaging system, which included an “About Us” statement and messages to engage each priority audience

  • Developed communications plan outline to help the institute achieve near-term goals while building its infrastructure and capacity

Solution

I led and facilitated development of the institute’s differentiating purpose, positioning, and messaging.

The process leveraged knowledge and expertise of institute leadership, school of medicine stakeholders, and university marketing and communications. We started with discovery. A landscape assessment clarified gaps in peers’ positionings and offerings. Stakeholder interviews cemented the institute’s strengths, passion, and promise for the future. Interactive work sessions generated ahas—and alignment.

The result: a purpose and positioning statement that were clear, powerful, and free of technical language.

The purpose elevated the institute’s revolutionary, life-altering impact. The positioning statement layered on the unique qualities and approach that enable that impact. Next came a messaging system. This tailored the institute’s story and proof points to motivate each of its priority audiences in language they could understand and appreciate. I also developed a foundational communications plan outline including: objectives, strategies, and high-level tactics across channels. The institute now had the building blocks to strengthen its reputation and engage its audiences in ways that would support success.

“Jennifer is a brilliant strategist, a great listener and quick study. She is amazing at bringing diverse stakeholders together by building on their ideas so that everyone feels heard. She sets a clear path; we see the journey she is leading us on and we are able to solve incredibly complex communications challenges together.”

— Mary Ann D., Director of Strategic Operations, Enterprise Marketing and Communications

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P.S. This is not your average intro call. This is your 30 minutes to make progress.

Send me your starting point – a creative brief or whatever you’ve got. I’ll be ready to share ideas and questions.