Situation
Companies in the midst of rapid-growth often face an array of practical, day-to-day challenges.
Ranked by The Philadelphia Business Journal as one of the top ten fastest growing companies in the Philadelphia region, and by Healthcare Informatics Magazine as one of the top ten healthcare consulting firms in the nation, InfoLogix turned to Antiphony when it needed supplemental marketing expertise to solidify its leadership position in the healthcare arena.
Strategy and Tactics
InfoLogix’s traditional business focused on developing innovative mobility and RFID technology solutions for its 1,500 healthcare customers. However, given the national momentum behind healthcare reform, it recognized the need to augment its established product offering with a new portfolio of services, designed to help hospitals reduce costs and provide better patient care. To meet its goals, InfoLogix acquired two established consulting organizations to obtain the specialized skills of some of the nation’s leading healthcare experts.
Successfully integrating these new consulting capabilities with InfoLogix’s core business required a significant commitment of marketing resources within a short period of time. With its internal marketing department already operating at maximum capacity, InfoLogix engaged Antiphony to help articulate a new corporate value proposition and launch a new branding strategy.
Branding & Positioning
In light of the rapidly-changing healthcare landscape, Antiphony conducted a comprehensive competitive analysis to help InfoLogix map out its key differentiators. After analyzing the strengths and weaknesses of the competitors, Antiphony helped InfoLogix create a Healthcare Mobility Roadmap™ which provided customers with a clear picture of InfoLogix’s new corporate capabilities. In addition to helping shape the strategic vision, Antiphony created high-impact copywriting and compelling graphics to communicate the new corporate value proposition to customers.
Media & Customer Relations
Antiphony also helped InfoLogix develop a multi-faceted communications campaign to persuasively tell its story to customers, employees, analysts and the media. Drawing from internal InfoLogix experts, Antiphony created new thought-leadership materials, case studies, and customer testimonials for use in InfoLogix’s marketing collateral library. Additionally, Antiphony developed an editorial calendar to identify potential media opportunities and crafted press releases illustrating real-world customer success stories.
Results
While being on the forefront of an emerging market opportunity can be exciting, the corresponding demands on a busy marketing department can be intense. With Antiphony’s help, InfoLogix was able to successfully launch and promote its innovative, new healthcare offering to hospitals throughout North America.