TRU Healthcare enlisted the help of an Authentic Fractional CMO to create a new brand identity and customer experience.
“We’ve had several major accomplishments, starting with the development of a comprehensive brand architecture for TRU Healthcare and its subsidiaries, followed by establishing baseline KPIs to measure our progress, and implementing a CRM to more effectively track our marketing impact. It feels like we’re now approaching marketing with greater precision and effectiveness.”
Tim Lively, President & CEO, TRU Healthcare
TRU Healthcare at a glance
- Company size: 105 employees
- Business type: Healthcare services
- Category: B2C
- Headquarters: Arden Hills, Minnesota
- Key initiatives: brand standards, messaging, website development, CRM implementation, marketing strategy
The challenge
TRU Healthcare, an agency providing in-home healthcare, skilled nursing, and therapy services, was looking to rebrand the company and needed the expertise and wisdom of a fractional CMO to ensure that this brand transition ran smoothly and resonated well within the market. The previous structure of business units was also causing confusion between potential and current clients, payors, and staff.
Having collaborated with Authentic founder and CEO Jennifer Zick previously, TRU Healthcare president and CEO Tim Lively trusted the firm to bring the right-fit fractional CMO to help with this critical transition.
The solution
Under the guidance of an Authentic Fractional CMO, TRU Healthcare was able to:
- Complete a branding exercise to ensure their new company name resonated well within the market.
- Build a brand identity package that included their new logo, brand standards, and naming conventions for additional services they plan to add in the future.
- Re-build two websites, with the help of Authentic’s Ally Network partners, to include new content to affirm the new brand identity and service offerings.
- Launch the new brand into the market, which included client, referral source, and employee communications, new marketing collateral, trade show materials, and regional print advertising.
- Implement a new CRM to accurately track contacts, potential clients, and measure data generated from various marketing activities.
- Create a formal marketing budget to measure how the company was spending their marketing dollars and establish a return on their investment, rather than committing “random acts of marketing”.
The results
Now that much of the marketing foundation has been laid, the team continues to hone in and streamline their marketing efforts. Since the brand relaunch, TRU Healthcare has seen the following results:
- On the TRU Healthcare website:
- 171% increase in web form submissions
- 59% increase in phone calls
- On the TRU Wellness website:
- 11% increase in website traffic
- 48% increase in website engagement
- 65% increase in session conversions
- 80% increase in web form submissions
- 142% increase in phone calls
