A Blueprint for Success: Building a High-Value Healthcare Brand from Scratch

Integrating Paid, Owned, and Earned Media to Build a Luxury Healthcare Brand

Actions

My portion of the project was to set the integrated marketing strategy, which included things like website and content marketing, SEO, digital advertising and social media, and public relations.

In order to target the specific target audience for the client, I pulled US Census data in order to target ads and PR efforts to the wealthiest counties in the upper midwest region.

Results

Within 18 months we were able to get near the $200 million valuation target the investors were interested in. Additionally, our work was recognized by our peers and won the 2015 Mobile Web Award for Best Healthcare Provider Website from the Web Marketing Association.

Situation

A Minnesota-based addiction treatment and behavior health system wanted to launch a new brand and treatment facility targeted at the luxury treatment segment of the market. With pressure from investors, we had to go from nothing to as profitable as possible, as soon as possible.

Tasks

• Create and launch the new treatment center’s brand and website.

• Build demand for the treatment center’s services through content marketing, local SEO, digital advertising, and PR efforts.