✔ RCCA Rebrand Launch Plan and 2021 Planning
Completed by Celeste E.
- Assigned to
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Jonathan S.
- Due on
- Notes
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Hi Team,
Thanks for your time today on our call. As discussed, we are going to focus on this assignment in two parts: 1. RCCA Rebrand Launch Plan and 2. 2021 Planning. Below are more details of what is needed for both assignments.
RCCA Rebrand Launch Plan- What recommendations do you have from a traditional and digital media standpoint to launch this new brand? Also, think about our 3 target audience buckets and how we can reach each audience:
- Current patients - maybe we reach them via direct mailer or email marketing since we have their contact info
- Referring physicians
- Community and new patients
- Think about a tiered approach since we don't know what their budget threshold is
- Think about how we can build this brand not only immediately but over a 1 - 3 year time period
- At this time, we can look at things at a high level until we get a better understanding of the client's budget (i.e. we can recommend radio but don't have to give a detailed schedule breakdown, provide reco on programmatic and high level cost but don't have to breakdown every tactic such as re-targeting, keyword targeting, etc.)
Dana
This is the priority project out of the two. I'll be setting up another internal meeting next Monday for us all to regroup and bring to the table our initial recommendations. Note, Dr. Fang mentioned the date of when they split from RCCA is getting a little complicated and could be anywhere from Jan 1st - July 1st. We need to be ready at least with our launch plan recos soon so we can be prepared for an early Jan split.
2021 Planning
Below are the objectives from the client:- Build the "new" infusion service line, that marketing initiative was extremely successful, they don't want to lose momentum.
- As soon as the split from RCCA us official, the breast surgeons will be joining the group. They'll need to build a campaign for the breast surgeons, involving in some way the medical oncologists and radiation oncologists to enhance the new breast cancer service line.
- The client is brainstorming on how to redesign the prostate cancer line. They want to promote the research being done in Monroe to improve safety and minimizer side effects from prostate cancer radiation, along with like to linking PROC in some way to the Proton Center, which is run by PRO.
- Clean up the internet presence with Yext or Binary Fountain
- Expand web content, specially videos.
- Revisit Dorothy's liaison activities. What are the liaison's doing across the country now that visiting offices is out? - Stewart mentioned he can tackle this B2B objective
As you are thinking through ideas for the launch plan see if any of those tactics could extend to these objectives as well. Again, we want to focus first high level to get a gauge of the client's budget.
Please let me know if you have any questions or if there is any additional information I can provide.
CC:
Melissa
Robert
Charlie
Garrick
Raheim
Stewart
Leslie
Jonathan
Dana
- What recommendations do you have from a traditional and digital media standpoint to launch this new brand? Also, think about our 3 target audience buckets and how we can reach each audience:
Charlie