The “I” in the GiG Model isn’t inspiration. It’s Impact — and it’s the difference between marketing momentum and missed opportunity.
Let’s get incredibly honest for a moment.
Strategy doesn’t fail because it’s wrong.
It fails because it never gets executed right.
You’ve seen it before — inspired concepts, bold decks, consensus in the room. And then?
Crickets. Or chaos. Or something in between.
In healthcare marketing — where timing is sensitive, budgets are scrutinized, and the stakes are high — there is no room for sloppy.
That’s why the IMPACT phase of the GiG Model — Grow. Impact. Good. — is where vision meets velocity.
It’s not enough to be brilliant in the boardroom. If your message never reaches the market — or gets there late, off-brand, or riddled with friction — the opportunity is gone.
So how do we make sure that doesn’t happen?
We make IMPACT the operating system of marketing — backed by AI, driven by data, executed with discipline, and owned by humans who live by a simple standard:
“Consider it Done.”
That’s the ab+a way.
The Execution Gap: Where Healthcare Brands Lose Value
Let’s frame the stakes with hard numbers:
- 56% of CMOs say their marketing strategy often fails in execution — not due to bad ideas, but due to poor handoffs and misalignment. (McKinsey)
- In healthcare, *44% of teams cite “slow internal processes” as their top barrier to campaign performance. (HealthLeaders Media, 2023)
- Poor execution leads to 20–30% waste in time, budget, and potential outcomes. (Gartner)
Think about that: You could be missing up to one-third of your marketing ROI just by getting stuck in the gears of execution.
This is not a tactical issue. It’s a strategic vulnerability.
IMPACT, Defined: The 5-Phase Execution Engine
At ab+a, we’ve built a structured, repeatable system for moving strategy into action. It’s how we ensure that campaigns launch faster, run smarter, and deliver the ROI they were designed to achieve.
This is the IMPACT engine — the heart of flawless implementation.
1. Strategy Brief
Everything starts here: a single source of truth, codified and shared across teams.
We define:
- Business objectives
- Target audiences
- Core messaging frameworks
- Deliverables by channel
- Measurement plan
AI tags priorities, identifies potential blockers, and forecasts resource needs. Everyone starts on the same page — because alignment is a performance driver.
2. Creative Development
AI tools accelerate asset production — from copy and design versioning to compliance checks and persona-level personalization.
But creative is never “just automated.” Our human strategists apply nuance, emotion, and brand storytelling to every asset. We deliver campaigns that are not only fast — they’re flawlessly on-brand.
📊 Stat Check: AI-assisted creative teams reduce time-to-launch by 43% and lower asset error rates by 32%. (Salesforce, 2023)
3. Media Activation
No more static media plans. We deploy programmatic campaigns that self-optimize in real time across digital and traditional channels.
We apply:
- AI-powered bidding strategies
- Channel-level optimization
- Micro-audience segmentation
- Dynamic creative switching
📊 Stat Check: AI-led media optimization improves ROAS by 11% on average. (Forrester)
4. Optimization
This is the difference-maker. While most teams wait for monthly reports, we track and adjust in real time.
- Performance dashboards flag underperforming assets
- AI suggests A/B variants or channel shifts
- Budget reallocation happens mid-flight, not postmortem
📊 Stat Check: Real-time optimization increases conversion rates by up to 35%. (McKinsey)
📈 5. Reporting + Learnings
We don’t just report results. We turn them into momentum.
- Attribution models clarify impact
- Campaigns are scored against KPIs
- Learnings are documented and shared across teams
📊 Stat Check: Teams using real-time, AI-powered performance dashboards are 50% more likely to exceed campaign ROI goals. (HubSpot, 2023)
Consider It Done: The ab+a Standard of Operational Excellence
At ab+a, “Consider it Done” is more than a tagline — it’s a performance promise.
It means:
- No detail is too small.
- No deadline is too loose.
- No handoff is unmanaged.
We’ve built internal systems to ensure:
- Trigger-based timelines for every deliverable
- AI-powered workflow tools (Wrike, ClickUp, Asana Intelligence) to reduce lag and track accountability
- Automated compliance routing to avoid last-minute rewrites
- Plus/Delta reviews after every campaign to improve continuously
And we don’t just manage the process. We own the outcome. That’s what clients remember — and what competitors can’t replicate.
AI-Enabled Doesn’t Mean Autopilot
Let’s be clear: AI does a lot — and we love it for that. But it doesn’t replace the kind of human ingenuity that healthcare demands.
AI powers:
- Workflow automation
- Content versioning
- Trend prediction
- Performance monitoring
But resourcefulness powers:
- Rapid response to shifting market dynamics
- Cross-functional orchestration between marketing, ops, and clinical
- Problem-solving when timelines get tight or feedback loops stall
That’s the ab+a edge. We pair world-class tech with world-class operators — so you get scale and stewardship.
Flawless Implementation in a Flawed World
Healthcare isn’t static. Your campaigns shouldn’t be either.
The IMPACT phase is designed for agility, not rigidity — so you can respond to:
- Competitive launches
- Health crises
- News cycles
- Internal pivots
With systems like:
- AI-powered campaign cloning to replicate what’s working
- Performance alerts to flag issues before they snowball
- Automated reminders and escalations to keep timelines intact
So even when the environment shifts, your execution stays solid.
The ROI of Impact (And the Cost of Ignoring It)
30% faster campaign velocity
2.3x improvement in marketing ROI
25–40% reduction in operational waste
Higher clinician + executive confidence in marketing
(Data aggregated from Gartner, Forrester, McKinsey, and SHSMD reports, 2022–2024)
What this tells us is simple: Marketing doesn’t fail in the plan. It fails in the handoff.
The IMPACT module is where we lock in success — from alignment to launch to analysis. It’s where we turn insights into action, and action into outcomes.
✅ Quick Wins to Activate the IMPACT Phase
- Adopt a 5-phase execution framework — and assign ownership to each phase
- Audit your current workflows: Where are you leaking time, talent, or trust?
- Implement AI-enhanced project management tools with real-time visibility
- Create an internal “Consider it Done” culture — build accountability into every campaign
- Establish feedback loops — every project should inform the next, in structure and strategy
Bottom Line: Without Impact, Strategy is Just Theater
You don’t get points for a perfect brief if the campaign dies in approvals.
You don’t get credit for a great idea if it launches six weeks late.
You don’t build trust — with leadership, clinicians, or consumers — by overpromising and underdelivering.
Impact is where your strategy shows up.
Where your audience feels it.
And where your business sees the results.
At ab+a, we help healthcare brands implement with speed, clarity, and zero excuses.
Because that’s what today’s market demands. And that’s what tomorrow’s growth depends on.
Want help implementing the GiG Model inside your organization? We’ll guide your team through it — and make execution your new competitive edge. Let’s discuss how in a 15-minutes chat
