Medical services provider

Project 1 - Marketing collateral

See also

Project 2 - Advertising and PR Project 3 - New website Project 4 - Tender preparation

Background

This Australian company had been providing specialized medical services to the finance sector for 17 years. Based in Melbourne it had:

• an established network of 600 providers and advisors
• most major banks and insurance companies as clients
• recently emerging large competitors who were targeting the same  
  market with automated online solutions simple brochures and an
  informative website.

Challenge

To position the company to compete with new and existing competitors; to clearly differentiate its services yet avoid competing head-on with major multinational competitors.

Solution

We:

Analysed the company’s capability and service offering relative to market needs and competitors, and recommended:

• positioning the company as a specialist provider to both clients (bank
  and insurance companies) and competitors
• enabling the company to provide a narrower more specialized service
  that no other provider could offer
• positioning the company to capitalize on a wider market for a more
  specialized service
• re-branding the company to enable it to grow and expand in a rapidly
  changing market.

Results

We:

• analysed its competitive offering and provided rationale for change
• defined a new market position and tagline for the company
• created a new name and tagline for the service
• wrote new brochure text for resellers and target markets
• managed the brochure creation process with the graphic artist while our client was away.

In 3 weeks the company gained:

• a fresh, attractive new look for the service, supported by a compelling value proposition
• new brochures for resellers and target markets incorporating the
  compelling message, ready to be printed.

Feedback

“We had tried emailing brochures before with very low response. Technoledge translated our message into a brochure that was colourful, visual and easily understood, which actually sold the service rather than just informed about it. This time our email response has been phenomenal -  98%. This is a great result."
CEO, Medical Services Provider

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