CASE STUDY
Realization
Organized in 1949, the Hospital Purchasing Service is one of the first group purchasing organizations (GPOs) in the country. The HPS is a dues-based organization, the majority of whose members are hospitals, long-term care facilities, other healthcare facilities, and schools. Although the HPS experienced growth in the 1990’s, membership seemed to have reached a plateau by the early 2000’s. In addition, while the organization continued to be relevant to healthcare facilities, it was having difficulty growing other segments of its membership.
Repositioning
Proteus Marketing’s straegists conducted a Communications Audit to assess the organization’s relationships with its members, its board, and with its staff. As a result of the Audit, our strategists recommended refinements to the HPS’s positioning and the development of channel-specific strategies aimed at various segments of the membership.
Results
Within two years, without increasing the size of its sales staff, the HPS grew its membership in the same geographical market by approximately 50 percent, adding about 750 members.
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Proteus B2B is a marketing consulting firm specializing in repositioning business-to-business companies and their brands. We help companies identify and migrate to positions of market leadership where their brands have few credible substitutes in the marketplace.