Talstone Group Reaches Physicians for AmSurg

The Situation

AmSurg Corp. develops and acquires freestanding ambulatory surgery centers across the United States. The development division at AmSurg required a strategic, effective solution to market AmSurg's benefits to possible physician partners.

The Challenge

AmSurg's development team needed to target different physician specialties for either development or acquisition tracks. The objective called for an innovative solution that could be customized depending on the target audience and required a direct, effective message to focus AmSurg's brand identity.

The Strategy

Talstone Group held several discovery meetings where we researched the various specialties AmSurg needed to market to and how the materials would be used. We analyzed key AmSurg outcomes and benefits and then studied articles, white papers, and statistical data to understand the physician perspective about surgery center development or acquisition with a corporate partner such as AmSurg.

Talstone Group decided on the branding theme of “The Right Team” to highlight partnership benefits. We developed a comprehensive sales folder that was strategically designed to reinforce the AmSurg theme of moving away from the pack and finding an effective partner. It included a variable map that was highlighted upon opening, immediately revealing the AmSurg presence across the United States and focusing the target's attention on their stability and growth.

We also developed customized inserts targeted to gastroenterologists, ophthalmologists, and other surgical specialists. Each insert included benchmark outcomes and valuable data to heighten target interest. We included two custom inserts for either the development or acquisition track. As a result, the development team can now assemble a highly targeted marketing piece to a specific practice specialty that speaks directly to those physicians' needs.

Playing off “The Right Team” theme, Talstone Group also developed a tradeshow booth for surgical specialists conference attendees. As the average conference attendee only gives a company's booth about a 3-second glance before deciding to engage them or not, we knew AmSurg needed a booth that immediately spoke to its target audience. The result is a booth that strategically positions the company as a strong presence at numerous physician conferences, reinforces brand imaging, and carries a partnership message to its target audience in a visually arresting way.

Overall, Talstone Group's strategic initiatives have helped generate targeted physician leads for AmSurg's development team and contributed to the growth of their acquisition and development efforts.