LUTZ, Fla. (July 28, 2015) HCP Associates was retained to provide research and marketing services for healthcare industry innovator—The Surgicalist Group. The newly formed doctor-founded group treats urgent needs with an innovative model of hospital surgical care.
This groundbreaking model marries local surgicalists with leading-edge hospitals, to help the hospitals provide the type of responsive and expert acute surgical care that patients desire and demand. Surgicalists represent a new means of Emergency Department (ED) surgical staffing. These individuals receive the same training and education as traditional surgeons, but their time is dedicated solely in the ER as opposed to being divided between the hospital and the surgeon’s private practice.
As an initial step, HCP’s research team sourced patient statistics and upon analysis found the surgicalist model to promise better departmental workflow, better patient care, and a better bottom line for hospitals in response to the growing demands placed on hospital administrators, as opposed to the traditional model.
With a basis of understanding the results of the model, the team pursued information on the existing competitors. Through a comprehensive competitor analysis, HCP was able to make recommendations for brand positioning. An analysis of marketing opportunities then helped to pinpoint publications as well as industry events that would offer The Surgicalist Group exposure to key hospital administration decision-makers, as a means of raising awareness of the model and its benefits.
Brand positioning was a crucial element in the process of going national. Based on the research conducted by HCP, decisions were made on every element from logo design to the very crucial brand positioning statement. HCP Senior Strategist/Partner Sean Coniglio said, “The way a new brand enters the market is incredibly important for future success. By having a clear understanding of competitors and the overall marketplace, we have been able to situate The Surgicalist Group for success since inception. This type of opportunity is rather rare, because far too often CEOs don’t see the value of hard data in early decision-making. The Surgicalist Group founder, Dr. Mit Desai, had the forethought to be informed from the beginning, and he is better poised for growth because of this decision.”
The company will be in attendance at multiple tradeshows in the next year, and visible in a number of the industry’s esteemed publications. To learn more about The Surgicalist Group, visit their website at thesurgicalist.com.
