CMO Services Case Study

Medical Center & Healthcare Provider

Identifying marketing strategies to create greater focus, strategic intention, and effectiveness, and establish a future-focused marketing approach.

“We found (Michael’s) approach to ‘Stratecution’ to be substantial and effective, aided by empathy and experience both broad and deep.”

Overview

A large healthcare organization with multiple business units and stakeholders found its marketing function increasingly strained. As the organization grew, marketing teams were tasked with supporting a widening range of initiatives, often without clear prioritization or strategic alignment.

Over time, this led to a highly siloed environment, where teams were focused on executing tasks rather than driving coordinated, strategic outcomes. Marketing efforts became increasingly reactive, limiting the organization’s ability to innovate or evolve toward a more modern, omnichannel approach.

Leadership recognized the need to reassess how marketing operated, both strategically and operationally.

Challenges

The organization’s marketing function was facing structural and strategic constraints that limited its effectiveness.

  • Lack of a clear prioritization framework across marketing initiatives
  • Fragmented operations across teams and business units
  • Overreliance on tactical execution at the expense of strategic planning
  • Limited integration across channels and platforms
  • Growing demand on the marketing team without corresponding clarity or focus

Goals

To reposition marketing as a strategic driver of the business, the organization needed to:

  • Establish clear priorities aligned with organizational objectives
  • Improve coordination and alignment across teams and stakeholders
  • Shift from reactive execution to a more strategic, forward-looking approach
  • Develop a roadmap toward an integrated, omnichannel marketing model
  • Provide the marketing team with actionable direction and a clear path forward

Solutions

The organization engaged TechCXO Partner Michael Baer as Fractional Chief Marketing Officer to assess the current state of marketing and define a path toward greater effectiveness and alignment.

Over the course of an intensive three-month engagement, Michael worked closely with marketing leadership and cross-functional stakeholders to evaluate strategy, structure, and execution.

Key initiatives included:

  • Conducting a comprehensive assessment of marketing strategy, technology, data usage, and content approach
  • Identifying gaps in prioritization, coordination, and execution across teams
  • Facilitating regular working sessions with leadership to align on objectives and direction
  • Defining a more structured and intentional approach to marketing planning and execution
  • Establishing a clear framework for evolving toward an omnichannel marketing model

These efforts helped bring clarity, focus, and structure to a marketing organization that had become increasingly fragmented.

As fractional CMO, Michael Baer helped the organization move from reactive marketing activity to a more focused, strategic, and future-ready approach.

Michael Baer

Fractional CMO

Michael brings deep experience in marketing transformation, helping organizations align strategy, structure, and execution to improve effectiveness and enable long-term growth.

Outcome

The engagement resulted in a clear, actionable roadmap for transforming the organization’s marketing function.

With improved clarity and prioritization, the marketing team was able to focus its efforts more effectively, increasing both productivity and impact. Teams gained a stronger sense of direction and alignment, reducing fragmentation and improving collaboration.

The organization also established a foundation for its transition toward a more integrated, omnichannel marketing approach, positioning marketing as a strategic and forward-looking function.

Strategic clarity…

A defined roadmap and prioritization framework aligned marketing efforts with organizational goals.

Team effectiveness…

Improved focus and direction increased productivity, collaboration, and overall satisfaction within the marketing team.

“Michael understood us, the team, and their needs and helped us navigate toward the future. He delivered what he promised—which was not easy.”