Brand Management Program Phase II
M. D. Anderson is seeking the expertise of a brand research and consultancy company, with
extensive experience in measuring and improving brand performance for clients in the healthcare
sector. As part of an ongoing initiative to leverage and manage the M. D. Anderson brand across
the institution, this company will be responsible for developing and overseeing a comprehensive
program to understand:
1. How the M. D. Anderson brand currently resonates with the following stakeholder
groups, internally and externally
a. Donors up to three slices or sub-categories to be determined
b. Clinical Staff
i. Faculty (physicians) up to four slices or subcategories to be
determined
ii. Nursing
iii. Allied Health
c. Clinical and post-doctoral fellows (for training programs across the institution)
up to three slices or subcategories to be determined
d. Graduate students (for degree-granting programs with the UT Graduate School of
Biomedical Sciences) up to three slices or subcategories to be determined
2. How the brand can be better leveraged to achieve key strategic goals developed for each
group
3. What positioning strategy and top-level messaging (message map), for each group,
would be most effective in driving results.
