Emerson – Flo Healthcare
From being a specialty wireless solutions provider, Flo Healthcare had evolved into a leading provider of wireless mobile clinical workstation solutions for the healthcare industry – a rapidly growing market. Despite a rebranding campaign, the company had not established a position that differentiated it effectively from lower-priced competitors.
If Flo was to be successful, it was time to start building market share, and that meant developing a message that resonated with buyers.
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.
The results of taking a strong message to the hospital marketplace have been extremely favorable. Emerson-Flo Healthcare’s messaging platform, branding and demand generation programs have resulted in dramatic increases in qualified leads, industry recognition, and revenue growth. During these six years, revenue increased by approximately 1000%.
Emerson-Flo Healthcare won several awards for its marketing programs developed by Arketi Group: