Market opportunity for breakthrough healthcare software leads to company acquisition.

Workshop | Key Message Development | Brand Development

The Client

Healthcare IT company operating in Irish and UK markets.

Industry

Software & ICT

The Brief

IMS Marketing was approached as the company embarked upon the development of a subsidiary company offering GP to Consultant electronic referrals. We partnered with the company from the very early days of product development right through to product launch.

The Challenge

Develop a plan for the research and commercialisation of a new technology concept for Irish GP’s and consultants within the private hospital sector

The Idea

In line with our proven methodology, the development of the key message commenced with a series of intensive value proposition workshops with the senior leadership and innovation team.

This was extended to workshops with key stakeholders including hospitals, private consultants, GPs and health insurance providers such as the VHI. At the end of this process, it was possible to prepare a written value proposition for each of the audience types. These value proposition statements became the foundation of future content used across all collateral types, printed and online. The statements were rigorously tested with key members of the target audience before final sign off.

Once we had a clear understanding the brand’s value proposition, we were then able to commence logo development. The logo needed to reflect the essence of speed, security and strength associated with the product concept and name. We presented the client with six different logo designs as a starting point. The designs were then reduced to two, each of which was presented in various colour combinations until a final design was agreed.

Following logo sign off, a set of brand guidelines were presented for sign off. These guidelines provided the client and third party suppliers, with detailed rules on how the logo should best be treated in various usage situations, including in the software product itself, online, email signatures, signage, presentation templates, etc. as well as permissible alterations and colour combinations.

We then embarked on the creation of various elements of marketing collateral including website, social media channels, business cards, stationary, pull up banners, PowerPoint templates and signage. All branded elements married well together because of the significant effort placed into the development of earlier brand guidelines.

The Results

The project was an outstanding success and paved the path for the purchase of the company by an internationally renowned brand.

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