University Hospitals – Looking for an AOR with Hospital Experience
This is a case study about University Hospitals, a major academic medical center located in Cleveland. They had been working with a much larger agency and felt they weren’t getting the attention they deserved.
University Hospitals had been working with Doner out of Michigan and was very frustrated with the relationship. Initially when Doner came on board, their account service team did a great job. After a short lived “honeymoon”, the account was transferred to a more junior team with little hospital experience and much of that good feeling about Doner quickly began to vanish. They needed a firm that could deliver the goods (e.g. experienced in traditional and digital/social media) but wasn’t so large that they would find themselves in another large pond as a small fish.
University Hospital top management initially said they wanted a “name” firm. RSW/AgencySearch quickly steered them off of this desire, reminding them of what happened the last time they moved in this direction. We agreed that a mid-size shop with the “chops” in social/digital, that could bring academic hospital experience was key. We presented 8 firms, with the largest being the largest being Y&R out of Chicago and Hill Holliday out of New York. RFIs were created, the list was narrowed and recommendations were made by RSW/AgencySearch.
University Hospital ultimately selected Brokaw, one of the smaller agencies in the consideration set. Thus far the relationship has proved very solid and both agency and client are happy with the progress and service.