Talstone Group Positions AHFD for More Competitive Projects

The Situation

American Health Facilities Development, LLC, is a 20-year old healthcare facilities development firm that offers hospitals a full suite of multidisciplinary planning, operations, and program management services. AHFD leads a hospital board throughout all stages of new and replacement facility development and guides a team of architects, construction managers, and consultants to deliver a facility that is on time and on budget.

The Challenge

AHFD faced the perception that they only handle smaller projects because of the wealth of those in their portfolio. They were hampered by low brand awareness to be able to compete for larger projects. AHFD's target – hospital boards – were unaware that the breadth of their capabilities extended beyond project management to strategic planning, operations, and several professional affiliations services that they could provide a hospital.

AHFD also wanted to educate their audience about the need for hiring a facilities development firm much earlier in the development process. Many hospital boards would call AHFD in after the architects and construction managers had been hired. Unfortunately, these people often had no prior healthcare facilities development experience and therefore cost the hospital money and time. AHFD wanted to position themselves as a firm that needed to be in the process from the very beginning of the facility development to bring together the best team what would ensure the best results for the hospital.

The Strategy

Talstone Group conducted a discovery meeting with AHFD and interviewed them to uncover key messages, perceptions, successes, and challenges. We then developed a SWOT analysis and analyzed survey data and other research regarding marketplace perceptions about their position, including competitive intelligence. We researched strategic initiatives regarding their brand and developed a comprehensive marketing theme poised to strategically position AHFD.

We developed the message of "Where Innovation and Implementation Meet" to position them as true advocates for the board in leading the facility through its development. This includes site planning, feasibility studies, proforma and financing forecasting as well as a host of other services vital to facility development.

To accomplish this we created a substantial sales brochure that educated its audience about AHFD's multidisciplinary approach as well as highlighting the various services they offer. AHFD's goal in working with a client is through a tried and tested partnership model, and we showcased that in a pyramid that defined the various stages AHFD could guide a client through while reinforcing the theme that the best results come when you partner with AHFD at the very beginning of the project.

To further solidify AHFD's expertise we developed four mini case studies within the collateral that included compelling testimonials from hospital board members, revealing their experience. The case studies also exhibited important outcomes and benefits from these particular projects. The brochure also included biographies of key personnel that highlight the depth of their experience and their thought process when approaching a project.

In addition to the brochure, Talstone Group also created a sales folder that carried the "Where Innovation and Implementation Meet" theme. When AHFD saw the work done on the folder, they requested that Talstone Group update the cover they use when submitting RFP's.

The RFP cover needed to position AHFD as a contender for major projects while maintaining a professional look and feel. Talstone Group delivered an innovative cover that works well with other materials and can also be used for standalone purposes.

The result is collateral that strategically positions AHFD as a competitor for major projects in the healthcare facilities development industry.