Cleveland Clinic Abu Dhabi had a very successful launch to market in 2015, officially opening the full capacity of the hospital facility at the centre of Al Maryah Island. The brand campaigns used to launch the facility created a high impact and awareness for the opening of the facility and the positioning of the brand in the market. However, the offering of services was not entirely clear or accurate within the target markets they were trying to attract. It was clear they needed a new strategy for approaching the market, however, the direction needed to be defined.
Acorn Strategy recommended a comprehensive marketing strategy to evaluate the marketplace including the evolving competitor landscape, customer behaviour, trends and the needs of the market and alignment with CCAD’s product. Over a period of four months, Acorn Strategy interviewed key stakeholders, physicians, department leads and patients of the hospital before evaluating the internal offering. The analysis of outputs considered the issues, SWOT (strengths, weaknesses, opportunities, and threats), ensuring the hospital could realistically achieve marketing objectives without self-imposed barriers. Thereafter, the strategic direction was identified before creating the marketing plan for each of the service lines.
With the strategy, internal policies and processes approved the team are in the process of rolling it out. The response from the senior management team has been strong, in favour of all recommendations.
- Research and analysis
- Marketing strategy
- Brand position
- Internal process mapping and job descriptions
- Monitoring & reporting processes and tools
- Project management tools
- Marketing implementation