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Assess, Define, Execute, Evaluate

Assess
We start by reviewing available data, including mission, vision and values statements; strategic and operational plans; statistical reports with volume and revenue data trends; market research, if available; communication materials; competitor intelligence; media channel options; and more. In addition, we spend time onsite conducting individual or small group interviews with key stakeholders (managers, physicians, employees, former patients, etc.) to understand their perceptions of the organization’s history, culture, current position and future direction. With this information, we begin to formulate recommendations that relate to effective marketing communications strategies and, ultimately, achievement of strategic and operational goals.

Define
Using information discovered in the assessment, we move on to define the best positioning strategy for the organization, given the market dynamics. We draft a marketing plan that outlines specific marketing communications strategies, objectives, key messages and tactics by target audience, budgets and timelines. The plan is finalized based on client input, approved budget and timing.

Execute
With this step, we bring the marketing plan to life, developing creative concepts and executing strategies and tactics selected by the client, according to budgets and timelines approved by the client.

Evaluate
We measure results, monitoring immediate, mid- and long-term results against goals. We adjust tactics and timing as needed based on response and evolving market and organization conditions.

The Roberts Group is a nationally recognized agency that specializes in strategic
communications for healthcare.