WEAVING A NEW IMAGE

How I helped rebuild a brand

By Katie Bandstra

December 6^th, 2014

stronger is better

I was brought into Medical Protective to help repair their bruised image. Originally a family owned company, they had been bought by a large company. After the medmal crash they regretted their decision and prepared the company for sale by non-renewing thousands of “risky” doctors. Unfortunately many were simply practicing in “risky” specialties, such as OBGYN and had never had a claim. To top it off, a majority of these physicians had been with MedPro since the beginning of their career. Berkshire Hathaway bought the company but found doctors clamoring to jump back on the ship. My directive as the first hire after the purchase was to help us rebuild our brand.

First we needed docs to know we were under new ownership and what the ownership of Berkshire Hathaway meant. We even had a cutout of Warren Buffett at our trade show booth. Then we needed them to understand how our size and prestige benefited them when it came down to negotiations and trials — the reason you buy medmal insurance. We drove home the point through targeted, customized advertising and prospecting – by specialty, trial win rate, state and even county specific information.