Case Studies

Navigating The Consumer BuyWay

Amsurg is the leading provider of surgery center services in U.S. with specialty focus – 70% gastro-intestinal and 20% ophthalmology. With over $500 million in total revenue at 156 centers across US, Amsurg is the single leading provider of colonoscopy services in the US.

Challenges

Changing industry business practices validated that patient focus is growing in importance Convergence of market trends pushing more direct consumer involvement in health care decisions No significant Amsurg direct consumer marketing initiatives Concerns about competitors building consumer preference through direct marketing that could affect Amsurg growth

Approach

Segment customer base to identify addressable and profitable consumer segments Define each desired target segment and develop the value proposition required to win the segment Pilot direct marketing efforts to create customer experience consistent with the Amsurg brand

Results

Designed & executed the company's first foray into consumer segmentation research  The work was structured in a creative manner, completed on time, and the results presentation was clear & compelling   They are using this research to develop advertising in a category that is very challenging and we this work will give Amsurg a much higher probability of success

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