VANDERBILT UNIVERSITY MEDICAL CENTER
Creating a go-to-market plan to launch a regional hospital network
RESEARCH | MARKETING STRATEGY
Project Highlights
-
CONDUCTED 20 INTERVIEWS
Interviewed entire VUMC executive department to uncover goals and challenges to launching the new network.
-
DEVELOPED INSIGHTS REPORT
Synthesized learnings across research methods to develop key insights documentation. Presented to key leadership team.
-
DESIGNED 12-MONTH MARKETING STRATEGY
Based on key insights, crafted a 12-month go-to-market plan to launch the new network, including in-person events, digital channels, and key branding initiatives.
-
DESIGNED WEBSITE ARCHITECTURE
Based on marketing plan and core audience engagement goals, developed website architecture and content strategy.
Vanderbilt Health Affiliated Network is a committed group of clinicians working together to transform healthcare to be more proactive, accessible and affordable for all.
Driven by the desire to revolutionize patient care, and provide essential support to providers, Vanderbilt Health University Center launched the Affiliated Network (VHAN) – a physician-driven network.
VHAN is the region’s preferred value-based, clinically integrated network with over 6,000 providers and 70 hospitals across the southeast.
While a senior account manager at ReviveHealth, I partnered with VHAN to develop and launch the brand to their core audiences.
PROCESS
01: RESEARCH
Conducted 20 interviews with members of the VUMC leadership team, with the goal of identifying their goals, challenges, and opportunities for the network.
02: INSIGHTS FRAMING
Based on this research, developed driving insights around how the network could be positioned, branded, and marketed to maintain engagement with key network participants.
03: MARKETING PLAN
From these insights, developed a 12-month marketing plan that outlined how the network should be communicated to core stakeholders. This included messaging strategy, channels, tactics, timing, and core partners.
04: BRAND ASSETS
Backed by this strategy, developed a suite of core brand assets to leverage through the marketing launch. This included a website architecture and content strategy, core messaging, one pagers and FAQs, tailored to participating providers.
IMPACT
VHAN has grown to be one of the regions largest and most trusted medical providers, in large part to the marketing and branding work completed by the ReviveHealth team. Personally, I was hired as an in-house consultant after the project was completed to continue to assist with execution of the strategy.
We empower people to manage their health and live healthier lives while supporting clinicians to provide “health” care, not just “sick” care.
Vanderbilt Health Affiliated Network