Background and Challenge

A global medical device company reorganized its Marketing function to bring various business unit marketing teams together as one worldwide franchise organization. The goal was to strengthen the overall branding, eliminate redundancies, and streamline processes.

Approach and Deliverables

Tasked with consolidating, aligning, and reorganizing several teams into one cohesive function, WLH performed a fast-cycle diagnostic with the senior leadership team and key stakeholders to identify areas of agreement and opportunities to accelerate the group’s formation. Quickly developing options, WLH then worked with the project team over a series of meetings to align on an organizational design. Once approved, WLH helped the new group clarify their clients’ service delivery expectations and develop a new value proposition that clearly articulated their services and benefits. Finally, the project included designing and reaching agreement on cross-team communication and coordinating processes to ensure a seamless, rapid transformation to the new model.


With WLH’s assistance, the client was able to quickly transform the function into a more streamlined and efficient operating unit with a clear purpose and value proposition that communicated a stronger internal brand, and created better alignment with client needs and expectations.

Wendy L. Heckelman, Ph.D.

Dr. Wendy Heckelman, president and founder of WLH Consulting, Inc. has over 30 years of experience working with Fortune 100 industry clients. These include pharmaceutical, biotech, health care, animal health medicines, and consumer products, as well as international non-profit organizations and growing entrepreneurial companies.

Case StudiesOrganizational Redesign