Marketing repositioning is
designed to align the goals of the marketing department with that of the organization so that the function is focused on the right initiatives using the right resources to
achieve the right results.
With the right focus comes a plan that guides decision making so that the
function is not trying to be all things to all people. The more
focused the plan, the easier to track return and we venture to state the
less costly your marketing efforts will be.
Our marketing assessments also examine how strategic the marketing
function is, where it needs to be and whether the skill sets exist to take
it there.
Bottom
line - focused resources, correct messaging, better tracking of results, less waste of capital and human resources, focus on the desired market segment.
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The
process
Assess current and desired positioning,
organizational
structure, workforce skills.
Research with executive
team, employees, physicians, key
constituents and key audiences.
Analyze current campaigns, materials and messages.
Weigh findings against environmental assessment
information, competitor profiles, and other relevant surveys
and information. In short, we look at everything that affects
marketing and weigh everything to deliver a strategic report that
serves as your marketing blueprint going forward. In fact,
clients
tell us they carry the report with them at all times to refer to
and
guide them.
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The deliverable
A detailed report and
blueprint that makes
recommendations
about organizational structure, skills and competencies
required, how to plan, and the positioning needed. Strategic and
tactical solutions that deliver a ROI and
which are based on
the customer's preference of what they want to know (the
message) and how they want to receive it are outlined.
“After joining Carolinas Medical
Center-Union as the new marketing director, I was quite impressed with
the marketing and communications audit performed by Fast Forward
Consulting, LLC. It identified several issues, opportunities, and
solutions that I used to develop a more strategic marketing plan for the
organization.
I
appreciate Anthony Cirillo’s expertise as well as the professionalism
the he stands by. Fast Forward Consulting does wonderful work and has
definitely made my first year in this position easier.”
Byron Pouges, Director of Marketing & Communications, Carolinas Medical
Center - Union
Anthony combines
best practices in healthcare and other industries to create innovative
solutions for his clients. He provided excellent suggestions on how we
could maximize our marketing and even gave a few ideas that are not used
in healthcare at all - yet. He brings a unique perspective to the table
and I value his insight. I will definitely work with him again. Any
organization who hires him will get more than they request due to his
thoroughness, knowledge of industry trends and creativity. Anthony lives
outside of the box but understands the challenges of working within one.
He finds a way to help businesses expand what they are doing because
it's strategic, smart and profitable. I have no reservations about
hiring Anthony again or recommending him. I would also note that as a
personal principle I generally don't recommend consultants or agencies
to people, but in Anthony's case I am happy to speak his praises.
Kati Everett, APR, Director of Marketing,
Southern Piedmont Region, Novant Healtbcare
