Brand Transformation and Market Expansion Activities Unveil Endless Possibilities for Innovation
Client Profile:
A healthcare solutions company known for pioneering healthcare kiosks that offered COVID-19 testing services on behalf of the Centers for Disease Control and Prevention (CDC) faced a pivotal moment when the pandemic receded. They needed to evolve their business model, diversify their offerings, and expand into new federal agencies beyond the CDC’s purview. Recognizing that this demanded a complete brand transformation, they turned to us for comprehensive branding, marketing, and strategic planning support.
Our Holistic Approach.
Our engagement commenced with a multifaceted examination of the intricate healthcare ecosystem. Fueled by both primary and secondary research, this process included the identification of untapped audience groups, including both prospective consumers and potential purchasers of the kiosks, and the reengineering of value propositions to address these people’s individual pain points, desires, and needs.
Reviving the Brand.
With data as our guide, the team reimagined who our client could be as well as the value they could bring to their more than 20 new audience groups. This process entailed conceptualizing a new visual identity, drafting the brand’s tone and voice, and creating key messages that leveraged behavioral economics to influence group purchasing behaviors.
End-to-End Marketing Services.
In addition to revitalizing the brand strategy, we provided a full suite of marketing services to generate critical exposure and engagement for the kiosks in target markets. Our work encompassed the following services:
· Crafting new marketing and sales-enablement resources.
· Developing two SEO-optimized websites.
· Cultivating an engaged following on the brand and company’s target social media accounts.
· Building email subscriber lists and managing third-party sites.
· Securing coverage with well-practiced public relations techniques.
· Supporting speaking engagement and exhibition activities at industry conferences.
The Impact.
The team’s collective efforts resulted in a transformative market expansion initiative. The company achieved a staggering 1500% increase in sales and a 53% surge in deployments in less than one year. Moreover, our outreach activities opened the door for the company to work with new government agencies, a chief business objective. This includes the U.S. Department of Veterans Affairs and Indian Health Services.
Conclusion.
This case study exemplifies the profound impact of strategic planning and purposeful communications in changing minds and behaviors. The team’s expertise not only revitalized the client’s brand but also drove extraordinary market expansion, enabling the company to thrive beyond its initial scope. It underscores the importance of adaptability and evolution when entering new markets and highlights how the presence of the right strategic partner can be transformative.
