Sean Power

Building Authority in Niche Healthcare Communities for a Newly-Created Patient Safety Organization

By

Challenge

A new alliance of physicians and patients needed a community management plan to create behavioural change among clinicians to improve patient safety.

Approach

We developed and implemented a low-cost, high-impact online community management strategy that complemented offline speaking engagements. The strategy incorporated public relations, a leading industry podcast, participation on Twitter and Facebook, discussion on LinkedIn, and a thriving blog to develop educational resources, case studies, clinical tools, and research.

Impact

We helped the nonprofit grow from its inception to become recognized as a top-10 authority on patient safety in the United States. The podcast listenership reached nearly 120,000 healthcare professionals. Each year over 50,000 people visit the website. Hundreds of hospitals have downloaded clinical tools that improve patient safety at hospitals.

Rolling Out a New Brand Identity for Canada’s Premier Strategy Consultancy in Healthcare and Life Sciences

By

Challenge

Canada’s premier healthcare and life sciences strategy consulting firm needed an extension of its core team to introduce a new brand identity.

Approach

Engaged for client-side project coordination, we worked closely with the agency’s account, creative, and project management teams to revise the re-brand’s project schedule, improve tracking of outstanding items, identify key review periods, and coordinate with the client sponsor to ensure high-quality, on-time delivery of materials within weeks of our involvement.

Impact

The re-brand was described as a “triumph” by the consultancy’s president and earned the agency a Bronze Award at the 2016 International Summit for the category of complete branding package. The client subsequently engaged us on a monthly subscription basis to provide ongoing marketing management services.

Jump-Starting a Website Redesign for a Global Health Charity Headquartered in Kenya

By

Challenge

A $90-million global health charity headquartered in Nairobi, Kenya had green-lit a website redesign project to enhance their online presence.

Approach

The Executive Director of the Canadian office of the international NGO recommended to the Global CEO that HQ engage us for digital project management. Managing a team of internal staff and external agencies, we revised the project plan, developed a detailed workback schedule, assigned roles, and provided training to ensure the project’s timely, on-budget completion.

Impact

The completion of the mobile-responsive website improved their online presence.

Rallying Stakeholders Through Clear Communications for a Brand-New Clinical Trials Nonprofit

By

Challenge

A brand-new stakeholder-led, government-funded nonprofit needed a strong communications portfolio to introduce a new program for streamlining ethics approval for clinical trials in Ontario during Phase I of its Business Plan.

Approach

The streamlining program required the support of, and communications with, stakeholders from industry, government, healthcare providers, not-for-profits, and academia. Working closely with the client and another communications specialist, we developed and implemented a three-year communications strategy to support the roll-out of its flagship streamlining program.

Impact

An independent evaluation of the organization verified that all communications goals were accomplished. It also stated that the organization’s achievements are regarded as “unprecedented” given a historically complex environment in Ontario. The nonprofit secured from its funder an additional commitment to implement Phase II of its Business Plan.

Leading Strategy for an Accessibility Startup Focused on Web and Mobile Technology

By

Challenge

An accessibility-focused startup wanted to improve web and mobile technology. It needed a marketing strategy and brand identity to achieve its mission and make technology more accessible to differently-abled consumers.

Approach

We led strategic visioning and user experience workshops to guide brand strategy. A prototype was built and we partnered with a leading digital agency to run an observational study on how people with disabilities use smartphones. We recorded findings and presented them at conferences. We also created a company website, Twitter profile, Facebook Page, and Slideshare account to share our findings.

Impact

The research contributed to the body of literature on the topic and generated interest by industry leaders including Canada’s leading media nonprofit specializing in media for the blind, visually impaired, deaf and hearing impaired. Our work has helped improve accessibility standards, particularly in the use of haptic feedback (vibrations) for users with low vision.

Piloting a Successful Search Engine Marketing Strategy for a Chain of Vet Clinics

By

Challenge

A chain of ~20 veterinary clinics was missing targets for revenue and client acquisition at its three biggest locations. We were engaged to diagnose the problem, advance recommendations, and pilot a solution.

Approach

We conducted an audit of the company’s marketing strategy, with particular attention to its online presence, and prescribed solutions. We then implemented the solutions and embarked on an ambitious initiative to leverage Google AdWords and search engine optimization to drive new business.

Impact

The downward trend of the three clinics’ revenue and new clients immediately reversed during the three-month pilot. This reversal was led by clients who said they found the company through Google. The pilot project served as the foundation for a comprehensive digital marketing strategy overhaul that was implemented by an agency with the scale needed to implement for all of the clients’ ~20 clinics.

Testing the Market for A Website Valuation Startup

By

Challenge

The founder of a website valuation startup approached us to resolve challenges with their business strategy and to accelerate growth.

Approach

We conducted secondary market research and in-depth interviews with the founder and with the chief technology officer. Then we facilitated two strategy workshops which refined the business model and brought together the CEO, CTO, and two mentors to revise the business plan and financial projections. Then we tested the market through inbound marketing, A/B testing, and growth hacking tactics.

Impact

The client’s advisors agreed to an equity stake in the company following the strategic planning workshops. They used insights generated by our market tests to improve their minimum viable product. The strategy workshops provided a foundation upon which they explored strategic partnerships with key industry players.

Leading Strategy for A Sports Video Tech Startup

By

Challenge

A sports video technology startup needed a business plan and go-to-market strategy rooted in firm market research with which it could raise equity financing.

Approach

We reviewed existing strategy, finance, and marketing documents. Then we facilitated strategic visioning workshops and commissioned independent market research, developed a strategic plan, and prepared a go-to-market strategy. This groundwork underpinned investor relations documents, which we developed for the client, and served as the framework for key messages about the company.

Impact

The client secured several meetings with angel investors and institutional venture capital firms in Toronto, New York, and San Francisco. We agreed to an equity stake in the business and pitched to investors alongside the client. Based on our strategy, the company brought on a new investor.