Results, a subsidiary of Emerson Corporation's Storage Solutions divison, and a leading provider of wireless mobile clinical workstation solutions for the healthcare industry, wanted to gain market share and differentiate itself from competitors. In evolving from a leading specialty wireless solutions company, Emerson-Flo Healthcare had implemented a rebranding campaign, which had succeeded in differentiating the company - but without establishing a position that would allow it to compete independently.
Solution
To determine Emerson-Flo Healthcare’s unique position and what the company believed to be truly different about its solution, Arketi Group performed research resulting in the emergence of the benefit most related to care and “making care better ”: the ability for practitioners (clinicians) to spend more time with patients.
Based on this research a new positioning statement was created: Improving connections. Improving care.
The idea is simple – the wireless mobile workstations improve connections on many levels, which improves care across many dimensions: increased time with patients, improved quality of care, fewer errors, and a more responsive staff.
With the new positioning in-hand, Arketi constructed new messaging for Emerson-Flo Healthcare; redesigned the logo and brand identity; and developed a completely new website, collateral, aggressive print advertising, trade show support, and sales support materials, including a powerful information graphic which explains the role the company's products play throughout the hospital.
Results
The results of the new positioning have been extremely favorable. Internally, the new message and campaigns have resulted in an opportunity for the new organization to rally around a message, a look and an identity. More importantly, Emerson-Flo Healthcare’s new messaging platform and new brand focused on improving patient care resulted in drastic increases in qualified leads, industry recognition, and revenue growth. The company exceeded its own internal projections, almost doubling revenue in the past year.
View The Work
Kudos
Emerson-Flo Healthcare has won several awards for its marketing programs developed by Arketi Group:
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