RSW Case Study: Healthcare-Focused Full Service Agency Located in Illinois
How RSW/US Helped a Full-service Agency Re-enter the Hospital Market to Win a 7-Figure Assignment and Secure an AOR Relationship
In an auspicious return to the hospital market for the agency, Northwestern Health named them AOR with an initial assignment valued at $1.5 Million.
Prior to engaging RSW/US, the agency pursued new business by way of a committee that met once a month to discuss progress and plans.
However, with members having other responsibilities within the agency the new business task was never given true priority status.
Additionally, staff turnover created “holes” in the new business committee, which meant that new business methodology, outreach consistency and follow-up were lacking.
With the resources RSW/US brings to the new business process, our New Business Directors (NBDs) and the Operations team consistently receive timely news of industry mergers and acquisitions as well as key personnel changes.
By being tuned into current moves within the agency’s target sectors, the NBD saw an announcement about the appointment of a new CMO at a major hospital system she was prospecting.
In the weeks prior to the announcement, the NBD had successfully built a relationship with the Marketing Manager and the department’s Administrative Assistant.
When she saw the appointment of the new CMO, she asked: “How do we get in?” The Admin provided clear insight and proactive assistance that helped enable a connection with the CMO.
The key to this support from within the hospital’s marketing department was the rapport the NBD developed with all staff she spoke with over a period of time.
RSW/US is an outsourced agency lead generation and new business development firm that works exclusively with marketing service companies to find and win new business.
We help agencies by better positioning them in the market, finding qualified leads, setting meetings and helping move them closer to close.