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Positioning a Leader

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Banner Health Service Lines Strategy
The Ask
Align marketing, clinical and operations

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Banner Health’s marketing team wanted to create strong alignment between their key service lines’ operational/clinical strategies and their marketing efforts. Propane conducted research and facilitated individual service line workshops across the Cardiology, Orthopaedics, Oncology, Women’s Health and Maternity.


  • Service Line Workshops
  • Competitive Landscape Review
  • Stakeholder Interviews
  • Cross-Departmental Recommendations
Generate Interest
Banner Health Service Lines Strategy
The Challenge
Tracking multiple patient journeys across multiple service lines

Propane needed to assess patient pain points and Banner issues across each service line. Each service line, however, has multiple audiences and journeys depending on the severity or nature of the condition and any prior care. Each service line workshop had to be designed to best assess which of the patient care decision points to focus on and get the Propane team steeped in the mindset of the patients across a range of conditions. Propane also needed to understand the operational and clinical pain points in order to make recommendations that were feasible would set both Banner and their patients up for success.

Generate Interest
Banner Health Service Lines Strategy
The Results
A more empathetic and cohesive messaging ecosystem

distinct strategies across 5 service lines

We made pointed strategic direction across website content and functions to improve patient experience and promote growth:

  • Improved conversion paths, including cross-service line opportunities
  • Persuasive content that focused on treatment/care differentiation
  • Better set patient expectations, setting them and the provider side up for success In addition, our workshops surfaced insights that allowed us to make recommendations to help smooth the patient journey, increase patient engagement and satisfaction through service line programs/clinical care, patient education, the patient portal and operations.

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