Case Study: Grant Cooper Health Care
With a new focus on a more strategic way to communicate to two different target audiences, Grant Cooper is leading the way in executive healthcare recruiting and growing at their fastest pace ever.
THE BRANDING OPPORTUNITY
Grant Cooper Health Care is an executive recruiter that specializes in executive searches in the health care industry. Although they were a tremendously profitable company, prior to working with TEG, Grant Cooper was struggling with how to best communicate their brand to potential job candidates as well as to the health care industry that utilized their services.
The goals of our project were to create a brand position and identity within the marketplace to own more customer-relevant attributes, increase client loyalty, and drive higher margin activity.
KEY CHALLENGE REQUIRING A CREATIVE SOLUTION
The TEG brand research and development team went through our unique process of finding what makes our client unique in a compelling way to their various targets, in this case focusing on large health care systems and quality recruits. We also researched their competitors and found a very compelling story for the category. Most of the competitors said the same thing about themselves, which is not uncommon for many industries. As can be seen below, their theme lines were either delivering the same basic message or their message was so generic that it had no meaning to their targets.
Heidrick and Struggles…. Closing the Leadership Gap
Witt Kieffer……………….. Leaders Connecting Leaders
Korn Ferry……………….. Attract. Engage. Develop. Retain
B.E. Smith……………….. Inspired Healthcare Leadership
Grant Cooper……………. Leaders in Healthcare Executive Placement
OUR STRATEGIC CONSUMER INSIGHT
The findings from our brand research found incredible insights into what their clients were looking for and how Grant Cooper satisfied those needs. The astonishing part is that our client was not aware of these key findings, some of which were:
- Perceived as experts in Executive Physician and C-Suite search
- Recognized as leaders in traditional and for the fast growing Emerging Healthcare area
- Known for being knowledgeable about healthcare innovation
- Well networked in the traditional and emerging space
OUR STRATEGIC BRANDING SOLUTION
Our next step was to create a positioning statement, which is an expression of how their service or brand fills a particular client need in a way that their competitors do not. Positioning is the process of identifying an appropriate market niche for a product (or service or brand) and getting it established in that area. The following is what our team developed - everything in orange came from our research findings:
|Who?||Grant Cooper HealthCare|
|What?||Is your knowledgeable partner for executive level recruiting|
|For Whom?||For all traditional and emerging healthcare enterprises|
|What Need?||People that are looking for game-changing executive physician and C-Suite leaders to drive your organization’s success in this dynamic healthcare environment|
|What’s Different?||Grant Cooper brings an unmatched combination of industry experience and knowledge, with a respect for your unique culture|
|So?||The Grant Cooper experience is incredibly productive, efficient and easy for you|
ACTIONABLE IDEAS THAT ENHANCE RESULTS
After reviewing the results of the new positioning statement, Grant Cooper launched a new theme line that spoke to both potential recruits and the health care clients that utilized their services. The new theme line, "Great Candidates. Gratified Clients." is simple, yet direct and offers a promise to each audience. It is now the foundation of all their communications.