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An Overview
Since 1991, we've assisted all kinds of socially minded organizations - public sector firms, government agencies, hospitals and HMOs, healthcare systems, colleges and universities, charitable foundations, large and small non-profits, grant-funded campaigns, and ad agencies and PR firms, to advance their mission and improve their bottom line.
We like challenges - and have a proven track record achieving results with complex organizations and tough issues. Our work is collaborative in nature in order to build client capacity for long-term success. Our consulting engagements are usually completed within one to six months. We focus on results, and work toward specific outcomes that make measurable contributions to client goals.
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"Since we began working together in 1991, we have called on your professionalism and expertise many times. On each project we were moving into "uncharted waters", which is where your innovative assistance was particularly effective. As always, your work has provided us a very practical assessment on which to base our future decisions. Moshe, your creative "out of the box" thinking invariably leads us to innovative strategies which have produced fresh, practical, results-oriented solutions to very real problems. We look forward to working with you and your staff on many other challenging projects in the future."
Ruth Riedel, Ph.D.
CEO, Alliance Healthcare Foundation
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What We Do
These are just a few examples from our consulting work with scores of national and international clients. They highlight specific approaches and interventions, not the full range of our work for any specific organization.
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Organizational Identity · Brand Strategy · Positioning
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"Moshe was a pleasure to work with and I would highly recommend him to any company that is considering changing or improving how they are perceived by those outside of the organization."
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Gregory Zinser
CEO, Vista Hill
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We helped the nation's leading public health agency - the U.S. Centers for Disease Control & Prevention (CDC), gain organizational focus, increase awareness of its services, and strengthen support from Congress, partners, the media, and the general public, through an intensive identity-building and brand strategy process, conducted together with our strategic partner Porter Novelli. Results indicate a clearer organizational focus within CDC - even with a change in top leadership - as well as more cohesive, distinctive, and effective communications, better media coverage, and bottom line improvements in their ability to deliver on their mission.
Similarly, we assisted the Washington State Department of Health to improve their focus, maximize their funding support, and better communicate their unique value to state legislators, to partners, and to the publics they serve. A strategic research and development process and series of highly interactive leadership workshops with the agency's leadership, communicators, and key staff were integral to their success. Early results show broad acceptance of their clarified and more focused agency-wide identity, more effective and cohesive branding and communications, and more powerful collaborations with partners.
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New Product & Market Development
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We helped AARP successfully win over their new target market of adults 50 to 65 by determining how to most effectively design, position, and brand their new family of "Wellness" offerings. One immediate result was that the family of Wellness booklets that they created demonstrated tremendous market appeal and became the most requested materials ever offered by AARP. Another result was establishing a successful precedent that had organization-wide applicability, for capitalizing upon and simultaneously protecting the AARP brand name.
AARP then extended our engagement so that we could help them 1) tailor their successful Wellness brand to win over Hispanics and African-Americans in the 50+ segment, and 2) showcase their success in a way that helped other AARP programs become more effective by applying the pertinent knowledge, strategy, and tactics.
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Strategy Formulation & Communications
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For the government's Medicare agency - Centers for Medicare and Medicaid Services (CMS), we provided and implemented a step-by-step strategy formulation process that enabled the agency to make their multitude of communications about Medicare cohesive, more distinctive and effective, and at the same time improve the overall image of Medicare. This multi-phase research and strategy project employed many methodologies that were continually tailored as we learned more and as priorities changed.
The results included much-needed simple strategic frameworks that are improving how CMS operates internally and does business externally. Additionally, by applying the recommended guidelines and tools, the Medicare agency now has a more unified, distinctive, and effective "voice" that is increasing the impact of their communications and improving their overall image, distinguishing them from the myriad of other Medicare-related organizations, and providing a better return on their substantial investment in marketing and communications.
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"Moshe laid the groundwork and foundation for us to build a successful visual identity for the Alliance Healthcare Foundation throughout their entire communications program. His strategic planning and communications planning research document enabled me to get up to speed very quickly with the corporate culture of the Alliance and the perceptions of the Alliance partners. In my 15 years of developing corporate identities, clients oftentimes find design alternatives difficult to evaluate due to the subjective nature of design. His qualitative research enabled the Alliance to not only evaluate our designs on their visual appearance, but what the designs stand for and what qualities they convey to the Alliance’s target audience."
Earl Gee
Earl Gee Design, San Francisco
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Leadership Workshops & Organizational Development
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For the U.S. Centers for Disease Control & Prevention (CDC), we created and led customized leadership workshops as an early step in strengthening their organizational identity and image. The workshops were pivotal in galvanizing their executive team's understanding, buy-in, enthusiasm, and appreciation of how marketing could advance their mission and improve their bottom line. They also established clear and reasonable expectations and prevented many potential problems that major change can bring. This work was done in conjunction with the global public relations firm Porter Novelli.
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Positioning & Communications
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In addition to consulting engagements focused on organizational marketing, positioning, and brand identity, we've also been called upon to formulate issue positioning and branding strategy and campaigns for complex issues -- such as physical activity for the California Department of Health Services, wellness for older adults for AARP, nutrition and cancer prevention for Hispanics for the National Cancer Institute, Black infant health for the Public Health Institute, and binge drinking reduction for the U.S. Marine Corps.
For CDC, we determined how to optimally position, brand, and communicate about "chronic disease" and about their Center for Chronic Disease Prevention & Health Promotion (in conjunction with Macro, Inc.). The resultant strategy and campaign messages showed strong resonance with policy makers and other targeted decision makers in our formative testing.
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ResearchWorks, Inc.
11650 Iberia Place, Suite 115
San Diego, CA 92128
Phone: (858) 487-8200
Fax: (858) 487-8264
E-mail: myconsultant@researchworks.com
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