Client: Innovations Institute (I²)

Description:

The Innovations Institute at Memorial Health is a subsidiary chartered with selling the lessons learned during Memorial's transformation from an aging, acute care hospital to an internationally recognized, integrated healthcare system anchored by a 530-bed tertiary care hospital to non-competing hospitals around the country.

Situation:

The decision to launch I² was made in the fall of 2005. With a mandate from Memorial's CEO to at least break-even in its first year of operation, I²'s managing director, Scott Regan, faced a real dilemma: How to break-even or turn a profit in his first year while having to invest in the infrastructure necessary to establish a successful consulting organization. He certainly couldn't afford to over-invest in marketing yet he had to establish I² as a credible player in the field.

Strategy:

Develop and maintain a robust website that fully explains what I² can do for healthcare organizations and use that vehicle as the company's primary marketing tool. Given the company's name and brand promise, the website needed to take a different approach than those of other healthcare consulting firms.

Result:

From initial briefing to initial launch, 35 days later, the Anderson team worked closely with Regan to create a website that reflected the unique brand promise of the Innovations Institute. From the very first week, the site hosted potential clients and the practice began to win assignments. The business broke even in its first six months and finished 2006 with a healthy profit.