North Shore-LIJ Medical Group Marketing
North Shore-LIJ Medical Group's Marketing team was responsible for creating collateral to promote their burgeoning team of 2,000 physicians and 400 outpatient practices within the New York Metropolitan area. As the Marketing team did not include copywriters, graphic designers or digital experts, projects were outsourced to remote, independent freelancers. As the project volume grew, more freelance artists were added to keep pace with demand and fast turnaround times. The coordination of multiple off-site freelancers proved to be cumbersome and the Marketing team recognized the inefficiencies of their method. Plus, although the projects were template-driven and based on strict guidelines, each freelancer took some leeway with the parameters, which resulted in disjointed visual and verbal branding of North Shore-LIJ Medical Group.
Faced with inefficient processes and unable to effectively achieve a cohesive brand identity, the Marketing team reached out to Progressive Marketing Group for assistance. The PMG team (including a strategist, two copywriters, three graphic artists skilled in both print and digital design, a web programmer, a production/traffic manager, two proofreaders and two account managers) embarked on a plan to partner with the Marketing team to achieve their goals.
As a Strategic Marketing Organization, PMG utilized the SMO concept and their 35+ years of strategic experience to develop workflow processes for efficient communication and coordination between the groups. PMG developed an approach to complete the high volume of design work while maintaining strict budget requirements, tight deadlines and high levels of quality control.
Over 200 Medical Group Marketing projects are in the active design or layout phases of production at any time. The teams knew that effective tracking of the projects would be vital to the success of the partnership. PMG's programmer, in consultation with the PMG and Marketing teams, developed a web-based software program to manage the project workflow. The program, coined the "Project Tracking System" (PTS), was accessible by PMG and the North Shore-LIJ Medical Group marketing team via any Internet connection. The PTS is now a one-stop portal for PMG and the Marketing team to review recent drafts of projects, monitor the status of projects, track project histories, post questions or edits, review billing status and manage the workflow of thousands of projects.
As the collateral projects transitioned to PMG, the PMG team established internal processes to efficiently manage the workflow. Account Executives were assigned specific responsibilities in working with the designers for accurate editing, design and layout. The Production Manager was tasked with trafficking each project to the appropriate designer and ensuring quick turnarounds of all projects in the queue. The proofreading team thoroughly reviewed each project at three established project milestones to ensure adherence to North Shore-LIJ Medical Group's corporate design, style and verbal guidelines, and to check for any potential mistypes or inconsistencies.
Within the course of one year, the partnership has resulted in the completion of thousands of projects including envelopes, promotional sheets, web pages, physician bio cards, email blasts, letters to patients and colleagues, print ads, brochures, posters, mailings, pocket folders and PowerPoint presentations.
Also during this time, the Marketing team has requested several "special" projects. PMG's multi-talented staff of copywriters, strategists and marketing professionals have taken on projects that have included news releases and publicity campaigns, media scheduling and placement, radio ads, online ads, photography, printing supervision, video and multimedia production, website programming and development, research projects and social media strategy.
With an eye to the future and maintaining a successful partnership, PMG conducts quarterly meetings with the Marketing team to discuss strategy, upcoming challenges and potential improvements to enhance efficiency.