BrandSync guides repositioning of CJW, HCA's largest medical center
Richmond, VA - July 18, 2006 - CJW Medical Center, the most profitable hospital in the largest hospital chain in the United States, has engaged BrandSync to refine its positioning in the highly competitive Richmond regional market. BrandSync facilitated a top-to-bottom research and planning process to focus sales and marketing efforts to improve market share and bottom line growth. In collaboration with senior management, BrandSync analyzed CJW Medical Center's brand value and selling propositions.
BrandSync conducted internal interviews with key management (C-level officers, service line managers, corporate sales, department directors and marketing staff) and also analyzed existing business development, marketing and branding plans and other key database information for CJW Medical Center, HCA Virginia and its other medical centers in the region.
BrandSync created a Brand Strategy Development Plan and a Market Perception Assessment of CJW Medical Center and its leading service lines. These deliverables provided a comprehensive definition of CJW Medical Center's brand: what it does (needs being met), who is being served (customer definition) and how it creates bottom line value (how customer needs are being met).
Communication strategies were developed to increase awareness of brand value drivers in the minds of customers and to motivate them to continue to prefer CJW Medical Center and its service lines over those of its primary competitors. BrandSync mapped perceptions of current and potential customers to guide strategic marketing and brand positioning so that its service lines could become identified more directly as meaningful sub-brands of CJW Medical Center.
ABOUT: Since its founding in 1999, BrandSync has been a pioneer in the concept of Strategic Branding. BrandSync is a consulting firm that specializes in synchronizing operations and communications with a powerful and focused brand identity to help middle market companies and their private equity stakeholders achieve their corporate growth objectives. Additional information on the value of Strategic Branding can be found on the web at www.brandsync.com or by calling (804) 545-6880.
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