Weill Cornell Medicine
Helping top physicians craft a top marketing plan
Weill Cornell Physicians Organization was challenged in how to leverage their Masterbrand while supporting & unifying multiple, established medical entities. Our job, as part of a multi agency team, was to develop marketing strategies and an organizational structure for an internal marketing department that would enable the physician group to continue their strong growth in a rapidly changing NYC marketplace.
EKSS’s deep dive into market dynamics, competitive marketing and branding approaches, patient demos and usage by medical department, and the patient journey provided the foundation for our recommendations. We delivered growth-driving marketing strategies, ranging from the relationship between parent brand and individual departments to the importance of showcasing “one brand/one story” to the consumer.
Fast forward… Weill Cornell changed its brand name and brand architecture, and produced a new marketing campaign – website, advertising, and promotional materials – which communicated the individual departments and physicians while reinforcing the parent brand.
