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Building Brands
The right tools make all the difference.
When you provide care or services to patients, you use the best minds, proven experience and the best tools available. Brand building calls for no less, and for this important purpose GodwinGroup has developed proprietary tools as well as respected industry products.
BrandMap™
This proprietary tool interprets research data to yield insights into the often complicated relationship between diverse healthcare audiences and your brand. The process uncovers how your audiences prioritize key factors that help them choose a healthcare provider or service, then ranks factors in relation to the competition. The results provide keen insights for crafting effective marketing messages and making strategic and operational changes to improve brand strength.
TouchPoint™ Audit
GodwinGroup examines every instance in which your brand “touches” consumers. For example:
- The way your staff interacts with patients and families
- Facility décor and signage
- Community leadership and support
- Physician relations
- Billing and market messages
- Letterhead and business cards
- Websites and social media profiles
Each point of contact must be consistent with the brand image you wish to communicate. Audit results provide a wealth of information that can be used to strengthen your brand and create effective marketing and public relationship initiatives.
C3 Intelligence™
A proprietary product, Godwin Group's C3 Intelligence is an in-depth, ongoing analysis of the "Three Cs" of brand development: Category, Consumers and Competition. We believe that no project can be responsibly undertaken without up-to-date information in these three key areas of brand influence.
Research
Successful marketing is informed marketing. GodwinGroup starts with research that guides strategy and creative development, and we tailor research to client needs and specific projects. Our research capabilities and methods include:
- Qualitative research
- Quantitative research
- Secondary research
- Web-based surveys
- National phone surveys
- One-on-one interviews
- Remote and local focus groups
- Competitive intelligence analysis
Custom Software Development
Through INFOCUS, a GodwinGroup company, we can provide you with a wide variety of software and business applications—from online marketing tools such as widgets or gadgets, to custom applications for any number of business and marketing functions.
Communication Audit
Our comprehensive audit of internal and external communication is customized to meet your organization's specific needs. GodwinGroup develops action plans around each client's particular situation and goals, not from generic models.
Training
Training equips all levels of your staff to implement your organization's strategy effectively. We offer a large team of training faculty to provide the individuals behind your organization with the core skills and knowledge to push your plans toward execution. Training topics can include:
Internet Marketing
Since its inception, the Web has grown into an extraordinarily powerful marketing tool. The internet gives consumers more power and control than ever before over information and the way they interact with brands. It also gives them the opportunity to interact directly with other consumers on health and brand topics. Knowing how to negotiate this minefield of perception, opinion and viral information is key to utilizing the Web and its tools successfully. Our online marketing services include:
- Search engine optimization (SEO)
- Search engine marketing (pay-per-click advertising)
- Online display marketing
- Social media marketing
- Content creation
- Website design and updates
- Email campaigns (e-blasts, e-newsletters)
- Mobile campaigns
Web Microsites
GodwinGroup has been building websites since 1996, and in 2009, GodwinGroup formed a strategic alliance with WebMetro. Based in Los Angeles, California, WebMetro is a internet marketing firm. Both agencies, leaders in their fields, serve clients' internet marketing needs as WebMetro/Godwin.
Information that once was spread out among ads, brochures, videos and a large corporate website can be consolidated and showcased quite effectively on a microsite. A microsite focuses consumer attention on a specific topic and provides a place for interested consumers to find more information about something they read or heard in a "traditional" ad space.
GodwinGroup can also build or transfer a website into a content management system (CMS) in order to facilitate the updating of content on the site. We also train clients on using the CMS to easily add or change information directly to their own website.
Social Media Monitoring
Managing an organization's reputation and responding immediately to crises has never been a bigger challenge than it is today. Social media monitoring, or brand monitoring, ties into social media strategy, measurement and analysis. Even if a company or organization doesn't have an active social media presence of its own, its brand may still be a topic of online conversation. Monitoring a brand or an issue of special importance can provide valuable insight—sometimes forewarning—about a situation or issue.
Listening to conversations and gathering data is only one phase of a multi-step process that may also involve:
- Strategic planning
- Audience intelligence
- Audience engagement
- Metrics
- Issues management
GodwinGroup's monitoring capabilities take an in-depth look at who is saying what about a brand and compares results with those of top competitors. The goal is to help you:
- Manage your brand's reputation
- Evaluate the effectiveness of your social media strategy
- Understand the sentiment behind online conversations
- Gather data for analysis and action
GodwinGroup's fully integrated digital marketing arm, WebMetro/Godwin can provide a full range of online monitoring and online advertising to suit any client's particular goal or need.
Consumer & Audience Intelligence
Knowledge of consumer nuances and healthcare selection trends gives you an edge in a constantly changing industry and complex marketplace. That's why GodwinGroup integrates a mixture of primary, secondary and media research components into brand building. From in-depth surveys and focus groups to insightful analysis of data from leading sources such as Scarborough, Nielson, Arbitron and others –– intelligence is key to success.
Public Relations
Public relations is not just about media relations. It’s about the reputation of your hospital or health network. When it comes to communications challenges, we understand that one PR approach does not fit all, and GodwinGroup has the professional staff and services to pinpoint challenges and apply the expertise needed most in crafting solutions.
Click here to view our depth and breadth of services we offer to help maximize your public relations efforts.
We’d like to introduce you to GodwinGroup’s healthcare services by introducing you to Philip Shirley, Chairman and CEO. Just call 800-280-5711 or email him at pshirley@godwin.com.
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