Client company had a proprietary technology related to medical devices that also serves other uses in medical care, delivered mainly in integrated health systems and broader areas of public health. The company needed a marketing and brand plan to position itself with its target customers and to allow execution of the plan for its product and service in a market segment it was not engaged in yet. The plan needed to present the value proposition for the product/service and position it and the company appropriately vs its more general offering of products/services.
David’s consulting approach and activities included a marketing assessment for the company’s product/service offerings. This included interviews with key executives and assessment of marketing materials and communications the company was using to sell its technology. The patient journey and customer buying process for the new target segment was defined and a well-articulated value proposition for that segment developed. The buying processing required some high level and nuanced exploration as the market environment for this device and service technology involves many influencers and decision makers in the regulated environment of integrated health systems. A key element of the value proposition development was creating the differentiated positioning statement and messaging. A comprehensive competitor analysis was undertaken using publicly available and company proprietary data to inform marketing strategy and drive brand differentiation in the positioning. The result was a focused marketing and brand plan with message platform for the company to use in its expansion into the newer segment.