Creating a Customer-Centric Marketing Organization

A services organization faced challenges with its marketing team structure, which mirrored that of a product-focused company with proprietary offerings. This approach failed to address the unique needs of the organization’s diverse customer base, as the same service offerings required tailoring for different customer types. The marketing team’s limited focus on customer insights led to ineffective messaging and engagement, highlighting the need for a fundamental shift to a customer-centric design.

We restructured the marketing function to align with key customer types, creating dedicated teams for Patient Marketing, Healthcare Professional Marketing, and Health Plan Marketing. This design allowed marketers to specialize in specific customer segments, deepening their understanding of customer needs, preferences, and communication styles. Training programs, customer research, and persona development were implemented to enhance marketers’ expertise in tailoring services to resonate with each customer type. This approach enabled the team to craft messaging and strategies that aligned with the unique needs and behaviors of their audience, fostering stronger relationships and greater relevance.

The restructured marketing function significantly improved the team’s ability to engage with its diverse customer base. Each customer segment received tailored strategies, leading to more relevant and impactful messaging. Feedback from customers highlighted stronger connections and improved satisfaction with the organization’s marketing efforts. Internally, marketers gained confidence and expertise in their customer segments, which resulted in more innovative and effective campaigns. Overall, the transformation positioned the organization as a more customer-focused and adaptable partner, driving deeper engagement and competitive differentiation.