Case Studies

Breaking into a hard to penetrate industry

Background

A tech startup with a strong product but no brand recognition was struggling to gain attention in the saturated healthcare market. Gide was asked to help gain traction for the brand with an aim to jumpstart the company’s business development process. Gide served as interim Chief Marketing Officer to accelerate the startup’s brand and business development processes.

Gide’s Approach

At the start of the engagement, Gide performed a comprehensive SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of the startup. Additionally, Gide performed a detailed review of the company’s communication materials—website, sales collateral, social media, product brochures, conference booths, etc. Gide then created a strategic marketing plan, including a detailed recommendation for revamping all communications materials; and a business development roadmap.

Once the plan was approved, Gide worked closely with the startup’s internal marketing, sales and product management team to create new communications. Gide wrote all content for the website, sales collateral, video scripts and other materials; and served as Creative Director for visual elements. 

Additionally, Gide launched a thought leadership program for the company, including the production and distribution of whitepapers, blogs, videos and other content; created a social media program; implemented Salesforce.com; and facilitated business development activities with partners.

Results

The marketing plan was very successful in building brand awareness for the startup. Early successes included media coverage in healthcare publications such as Becker’s Healthcareand Healthcare IT News; speaking engagements were secured at Medicaid Health Plans of America (MHPA) conference, Florida Association of Health Plans conference, National Association of Program Integrity (NAMPI) conference and more; meetings were secured with large healthcare industry partners such as Microsoft, Accenture, Trans Union and more. The company emerged with a highly professional brand, an active social media function, a powerful thought leadership program, and a 

Increasing engagement in member-based organizations

Background

A membership-based coalition experienced the retirement of its long-time Executive Director. After an evaluation of the needs of the coalition, a decision was made to out-source the day-to-day operations to Gide rather than to take on the time and expense of hiring a new executive. Gide was also charged with managing the PR and communications strategy for the coalition which had previously been managed by another external firm. By combining these functions under Gide, the coalition freed up both financial and time resources.

Gide’s Approach

At the start of the engagement, Gide performed a comprehensive SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of the coalition in order to evaluate areas such as membership engagement, brand identity, knowledge exchange, and impact/outcomes. Gide then created a strategic plan and communications roadmap to elevate the work and value of the coalition to both its membership and external stakeholders. Gide also oversaw the soft rebranding of the coalition including an overhaul of its website and all of its communication materials and resources. Additionally, Gide took over the role of managing and planning all conference calls and meetings of the coalition as well as social media activity. 

Results

The level of engagement of coalition members has increased significantly since Gide’s involvement. Coalition members often comment that Gide’s role has allowed the coalition to reengage on key issues through comment letters to federal agencies, press releases, coalition statements on key issues, information sharing and the development of thought leadership content. Additionally, the Coalition has secured media placements and garnered the attention of key stakeholders as a result of Gide’s work. Coalition members are now able to clearly articulate the value of the coalition to their respective membership organizations and the coalition is realigned to its mission in a much more impactful way.