ParkerWhite Brand InteractiveParkerWhite Brand Interactive

Surgical Affiliates

Giving life to a stagnant brand.

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

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.

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.

Making the Complex Simple

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


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.

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.

Related Works

From strategy to execution.

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