Griffin Concierge Medical hires Authentic to solidify a strategic marketing foundation and accelerate the practice’s growth.
“Our Authentic fractional CMO helped us build a solid marketing foundation and educate us on what we needed long term to grow our company and leadership team further.”
Kelly Hood, COO, Griffin Concierge Medical
Griffin Concierge Medical at a glance
Company size: 20 employees
Business type: Membership-based primary care practice
Category: B2C
Headquarters: Tampa, FL
Key initiatives: Marketing fundamentals, brand messaging, customer journey, content strategy, marketing technology, metrics & reporting, marketing resourcing
The challenge
Griffin Concierge Medical, a membership-based primary care practice, had a lot of good things going for it: it was growing, adding new team members, and even had a waitlist for prospective members. But it knew it could be doing more to grow more strategically. To do this, Griffin Concierge Medical recognized it needed to fill a gap in its marketing leadership and expertise. The practice needed a marketing leader who could create a marketing strategy to fuel healthy growth and execute the plan effectively.
Griffin Concierge Medical began its search for a marketing leader. Already familiar with fractional leadership, it sought a fractional CMO who could assess the marketing program’s current state, make strategic recommendations, and lead the day-to-day management of the marketing plan and team until it was time to hire a full-time leader.
The solution
Griffin Concierge Medical hired Authentic to address the practice’s marketing challenges after seeing that Authentic’s marketing philosophy and content development process resonated with the team. The Authentic Fractional CMO™ quickly embedded into the team to:
- Coach the team on the marketing fundamentals the practice needed to put in place, including defining audience personas and developing strategic brand messaging and a voice and tone guide.
- Implement the Authentic Growth Methodology™ to align sales and marketing, narrow the company’s focus, and build strong accountability and activation.
- Rethink the customer journey by establishing better communication and a tighter cadence so new leads were contacted in a timely manner.
- Create a content plan to support marketing objectives, including adding video as a new content format for the company.
- Implement HubSpot as the practice’s CRM and marketing tool to support more effective lead management.
- Develop a metrics and reporting scorecard to help the practice better understand its cross-channel marketing performance.
- Support the executive team in defining the full-time marketing leadership role and then help in the search, hiring, and onboarding of that leader.
“Authentic’s fractional CMO seamlessly integrated with our leadership team and provided valuable insight that we were missing without a dedicated marketing leader.”
Kelly Hood, COO, Griffin Concierge Medical
The results
With strategic marketing leadership from the Authentic Fractional CMO, Griffin Concierge Medical:
- Improved website performance metrics, driving up sessions by 300%, increasing the time visitors spent on the site, and lowering the bounce rate.
- Doubled engagement on social media by adding video and increased social media followers by 10%.
- Reduced its backlog of leads to a manageable volume and developed a system to help it stay on top of leads.
- Met all revenue targets during the entirety of the engagement.
- Increased the number of Google reviews for the practice by nearly 200%, adding a positive SEO signal for Google and increasing credibility with prospective members.
- Educated the cross-functional team on the company’s strategic brand messaging and their role in sharing the brand story, ensuring consistent messaging.
- Onboarded a full-time marketing leader who will continue building on the strong marketing foundation and lead the company toward further growth.
