From Fragmentation to Alignment: Rebuilding Marketing After a Merger
The Challenge
Following the merger of multiple healthcare organizations, the newly formed system faced significant complexity across its marketing ecosystem.
Each entity brought its own:
- Marketing strategies and messaging
- Technology platforms and vendor relationships
- Organizational structures and operating models
This resulted in:
- Conflicting messaging across hospitals and service lines
- Disconnected platforms and redundant technologies
- Escalating vendor and operational costs
- Misaligned teams and inconsistent execution
The organization was not operating as a unified system, it was competing with itself in the market.
What We Did
Avalon focused on aligning strategy, technology, and organizational structure to create a unified and scalable marketing system.
- Assessed the full ecosystem – Reviewed digital properties, platforms, vendors, contracts, and team structures to understand how work was actually executed
- Eliminated redundancy and reduced cost – Rationalized the MarTech stack, renegotiated vendor agreements, and sunset underperforming platforms and partners
- Realigned the operating model – Transitioned from fragmented, hospital-led marketing to a unified model with clear ownership, governance, and optimized resourcing
- Developed and executed a strategic roadmap – Established a unified digital marketing strategy, implemented governance frameworks, and led platform and vendor selection through structured RFP processes
Results
Cost & Efficiency
- 82% reduction in vendor spend through consolidation
- 68% reduction in operational resourcing costs
- 42% reduction in technology and vendor expenses
Performance
- +14.84% increase in monthly users (YoY)
- +22.81% increase in sessions
- +15.83% increase in organic search traffic
Capability
- Consolidated 16 data sources into a single system
- Improved Find-A-Doctor satisfaction from 54% to 87% (+33%)
- Reduced support requirements from 21 FTEs to 4
What Changed
The transformation went beyond cost reduction and performance improvement.
- Marketing evolved from a fragmented function into a unified system
- Strategy, technology, and teams were aligned around a common approach
- Redundant platforms, vendors, and roles were eliminated
- Internal competition between entities was replaced with coordinated execution
The organization shifted from managing complexity to operating with clarity, efficiency, and purpose.
If your organization is navigating a merger, or managing the complexity that follows,
Start by aligning your strategy, technology, and teams before adding new tools or launching new initiatives.
Make Access Simple
We work where most organizations struggle:
Between strategy and execution.
We help organizations:
- Align marketing strategy, technology, and teams
- Eliminate redundancy and inefficiency
- Turn complex environments into coordinated growth systems
If your organization is navigating a merger, or dealing with the aftermath,
Let’s start with alignment.