The Advisory Board Company: Strategy and Operations Research - Marketing and Planning Leadership Council

Marketing and Planning Leadership Council

The purpose of the Marketing and Planning Leadership Council is to elevate marketing and planning department performance through original on-demand research, best practice research, and tools and analytics. To support senior marketing and planning executives and their staff, the work of the Council is intended to complement the strategic research developed in the Health Care Advisory Board program, focusing on marketing and planning process improvement, strategy execution, and implementation of key institution-wide priorities.

Sample of Recent Research

Next-Generation Product Strategy: Delivering the Consumer-Focused Enterprise

Critical examination of hospital efforts to influence patient decision making with the intention of winning share in competitive markets.

  • Developing, marketing, and growing patient volume
  • Estimating the level of consumer activation in local markets
  • Assessing the consumer appeal and competitive differentiability of clinical products
  • Identifying the economic value of popular product "bundles"

Stroke Centers of Excellence: Building a Market-Leading Stroke Enterprise

Explores the strategic, clinical, and operational considerations associated with establishing a stroke center. Provides quantitative tools and diagnostics to facilitate implementation.

Maximizing Marketing’s Impact: Driving High-Margin Volumes in an Era of Constrained Resources

Best practices for marketing resource allocation with a focus on targeted and strategic marketing objectives: growing volumes in high-margin products.

Example of Tools and Resources for Members

Calculators and Worksheets

Implementation materials for tailoring best practices to member processes.

Pro Forma Models

Financial spreadsheets for evaluating viability of new product ventures.

Best Practice Compendium

Online compilation of 200+ best practices for hospital planning and marketing.

Document Warehouse

Sample advertising campaigns, business plans, crisis plans, job descriptions, and other useful materials.

Original Inquiry

Customized short-answer research reports.