Medical services provider

Project 2 - Advertising and PR

See also

Project 1 - Marketing collateral Project 3 - New website Project 4 - Tender preparation Project 5 - Sales tools

Background

This Australian company had been providing specialized medical services to the finance sector for 17 years, and wanted to introduce a new service, which would more clearly differentiate the company from competitors and open up new markets.

In a previous project we had:

• defined a new market position and market messages for the company
• defined the new service, and created a new name and tagline for it
• wrote brochures and tools for it, targeting 3 types of decision makers in the new market
• enabled our client to gain 98% response rate from an email marketing campaign using the brochures and tools.

Challenge

To create an advertisement in a major financial magazine that would establish the new service as a credible alternative in the market.

Solution

We:

• Recommended a combination of high impact advertisement with a detailed press release to gain attention and provide depth and credibility
• Researched over 600 images to find the one which conveyed the message exactly
• Created a full page ad with impact, appeal and few words, which conveyed the message clearly and distinctly and which had a clear call to action.
• Checked with the newspaper for correctness, appropriateness and ease of printing 
• Researched and wrote a 500 word press release which described the company, its history and capability, the new service and its relevance as well as quotes from customers and users.
• Designed a smaller ad for an industry conference that developed the theme and backed up the major ad for a slightly different audience.

Results

In 3 weeks the company had:

• A full colour page ad placed on page 5 of the Financial Standard
• Editorial in this and 2 other industry-focused publications (online and print)
• Meetings arranged with 3 major financial institutions as a result of the publicity.

Feedback

“We could never had done this on our own or in the time without Technoledge’s help. We are delighted with the results and our return on investment”
CEO, Medical services provider

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