A global analytics company in health hygiene established themselves as a reputable service provider of analytics software within the health sector. Using sophisticated analytics technology, they help to reduce the risk of infection within a health environment.

With a change of ownership, the new owners had aggressive sales targets in place. To date there had been significant investment in the product and technology. The organisation was now ready to invest further in its marketing and business development.

A full review of the business development and marketing strategy was completed. It was identified that there was a branding challenge preventing the organisation from maximising sales. The value proposition focused on the technology, instead of the benefits that the product could bring to the end client. As a result, there was internal and external confusion.

We applied the brand positioning spectrum and held series of stakeholder workshops to get clarity and alignment on the value proposition. The result of these workshops fed into the new Marketing Strategy. Digital marketing, sponsorship and events featured heavily in their growth strategy, enabling them to reach new international markets. Additional marketing resources were recruited. A strategic account management plan was implemented to grow the existing clients and a new CRM database was procured and developed to manage the marketing and business development activity.

The agreed value proposition brought clarity to the marketing and business development team and informed marketing communications, which resulted in clear, consistent messaging. The new Marketing Strategy, additional resources and strategic account management plan led to a significant increase in sales for our client.