Client: FirstPath Laboratories
Background
Created in 2002, FirstPath, a state-of-the-art laboratory within North Ridge Hospital in Fort Lauderdale has experienced strong, focused growth and has kept their commitment to physicians and hospital clinical departments by delivering consistent and responsive pathology results within a 24-hour time period.
Mad 4 Marketing was challenged to:
- Establish a brand identity independent of North Ridge Hospital
- Foster an image for the boutique-size pathology laboratory that would stand on its own competing against several large local laboratories
- Create preference in the market
The assignment also included introducing FirstPath Laboratories to the South Florida marketplace through public relations campaigns Mad 4 Marketing’s strategy called for an integrated plan that encompassed public and community relations, sales and marketing plans, tracking systems and the hiring of appropriate sales staff and training.
Results
Following the highly targeted physician outreach programs, the laboratory increased their specimen interpretations by over 300 new specimens and to
triple that number by the end of the following year.
