Health services group

Project 1 - Product launch

See also

Project 2 - Website optimisation

Background

The client was recognized as an authority in a specific health discipline in Australia. The company had:

a national team of practitioners trained in its methods
the ability to conduct corporate and private workshops
just completed a comprehensive guide to its methods
no sales or distribution model for its publications
limited sales and marketing resources
limited experience in publishing or distribution.

Challenge

To launch the book nationally, to position the company to gain national distribution, and to attract an international publisher, using limited resources.

Solution

We analysed;

the product and its market fit
the author, the company and their reputation
competitors, positioning and publicity
3 alternative distribution models
21 alternative resellers.

We concluded that:

specialised resellers would be more effective and profitable
success based on self publishing would attract publishers
intelligent promotion was needed via intelligent media.

We wrote a full suite of:

promotional tools to engage resellers
press releases and support materials for the media
distribution protocols,

and booked the author for interviews on 9 TV and radio shows and in 7 publications within a 6 week period.

Results

Within 6 weeks, the book had reached best seller status and a national distributor had offered to distribute it.

Within 6 months, the company had received an offer from an American company to publish the guide globally. The same publisher has since published 3 more books by the same author, who is now regarded as an international authority in the specific health discipline.

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