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The Situation

A national leader in the surgical hospitalist movement, (outsource emergency room program) Surgical Affiliates had seen a sales slump for several months and looked to ParkerWhite to help them uncover why their sales and closing efforts had dropped off and to provide strategic direction for helping them grow from a regional brand to a national brand as several new competitors were entering the space.

Our discovery process uncovered the need for a stronger value proposition and a simplification of the initial sales process. We listened in on sales calls, interviewed key stakeholders, and Surgical Affiliate frontline physicians to gain an understanding of the process, culture, needs and opportunities for the brand moving forward.

What we did:

Brand Strategy
Brand Messaging
Digital Strategy & Creative
Digital Media Planning & Buying
Lead Generation Programs
Search Engine Optimization
Social Management
Conversion Rate Optimization
Website Design

surgical affiliates case study responsive website

Website Design and Development

Surgical Affiliates has two distinct audiences, hospitals looking for their program and clinicians that become the employees who staff each location. The website had to quickly direct users to the entry point content that would drive their engagement.

surgical affiliates case study website mockup

Sales Support Materials

We listened to sales calls and interviewed key stakeholders and frontline physicians to gain an understanding of the process, culture, needs, and opportunities for the brand moving forward, resulting in a redesigned sales deck, call script, and brochure.

surgical affiliates case study brochure
surgical affiliates case study brochure mockup
surgical affiliates case study email

Making the Complex Simple

Being able to quickly visualize the overall program was achieved by creating a simple graphic that explained the program offerings.

surgical affiliates case study infographic


Hitting on the key elements of their value proposition, the leadership team talks directly to the pain points that hospital leaders are facing if they don’t have a dedicated emergency surgery program to deliver the best care possible for their patients.

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The Results

With their rebranding and implemented lead generation campaign, Surgical Affiliates almost immediately secured several new hospital contacts and continues to generate qualified leads.

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We partner with our clients to understand their business, people, and goals to provide practical solutions that deliver long-term success.

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