Medical Center & Healthcare Provider
THE CHALLENGE
As a reasonably large, siloed organization with multiple constituents, the company had become deeply entrenched in its current approach. This kept the teams from evolving and innovating their approaches, leaving the marketing team feeling stuck. Additionally, the ever-increasing list of to-do’s, tasks, and tactics driven by the growing organization had the marketing teams scrambling to get things done, leaving them forced to face more transactional – and less fulfilling – work. There wasn’t a clear prioritization system to guide the allocation of work, nor were there formal strategies and briefings in place to keep the work driving toward overall marketing and organizational objectives. The siloed and fragmented operations across the organization caused challenges with implementing a more omnichannel marketing approach.
THE SITUATION
TECHCXO INTERVENTION
Michael worked closely with the marketing and communications team on an intensive three-month-long engagement, meeting 3x weekly with their Chief Communications Officer and regularly with leadership team members and project leaders. Michael also developed a comprehensive assessment of the company’s current marketing approach, technology, data usage, and content strategy, with implications and needs for evolution.
THE OUTCOME
With the help of Michael Baer and TechCXO, the company received an action plan that improved its vision for and implementation of a future-focused marketing strategy. Through greater clarity and focus, strategic intention, and actionability, the company was able to improve its effectiveness and the team’s productivity, the sense of satisfaction in the work amongst the marketing team members – and began it’s digital transformation towards an omnichannel marketing approach.
“We found (Michael’s) approach to ‘Stratecution’ to be substantial and effective, aided by empathy and experience both broad and deep. Michael understood us, the team, and their needs and helped us navigate toward the future. He delivered what he promised – which was not easy.”
-Chief Communications Officer
