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.

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 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%.

Kudos

Emerson-Flo Healthcare won several awards for its marketing programs developed by Arketi Group:

Marketing for Growth

Technology Marketing Excellence Award from TAG Marketing, a society of the Technology Association of Georgia

Print Media

Communicator Award of Distinction

Brochure

Public Relations Society of America Certificate of Excellence

Corporate Repositioning

Technology Marketing Excellence Award from TAG Marketing, a society of the Technology Association of Georgia

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Uniting Messaging and Segmentation for Better Marketing Results

This 30-minute webinar replay presents a proven process for successfully positioning a BtoB organization. We take a look at some smart tech companies and the messaging and segmentation exercises they apply to develop messaging that works at the corporate level, for specific markets and for different product and service lines.