Defining an Identity that
“Worked” Across
Diverse Markets
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“You made a tough decision very clear and very easy …
As a result of DMR’s work, we received two times as many qualified leads from an industry conference as we had from that same conference in the past two years combined.”
Ron Bernier
President and CEO Compucare |
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Compucare, a QuadraMed company, provides
IT solutions to hospitals for optimizing healthcare
delivery through information technology and
professional services. The company is known in the
technology arena for its deployment of applications
on Windows NT and Internet platforms.
Objectives
Compucare engaged DMR to help define its
corporate identity, raise awareness in the marketplace, and improve its ability to generate qualified sales leads. The challenge was particularly demanding: the solution had to resonate with a diverse target market, from caregivers to administrators to IT professionals.
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Process
The steps involved in the process included:
- Interviews with Compucare management and healthcare professionals.
- Review and analysis of competitors’ marketing communications, product offerings, features and benefits.
- In-depth research of customers and non-customers using DMR’s proprietary ACE™, Focus2™, and MetaphorPower™ methodologies.
Results
The results provided a clear picture of the decision-making process. What emerged through the research was the discovery of a subtle but powerful metaphor that served as a unifying theme and spoke to the needs of all involved in the selection process.
- This metaphor made an over-arching, umbrella communication theme possible for a complete marketing program across the very diverse target market: caregivers, administrators, technicians, and
technical IT staff.
- In addition, it accurately reflected the strengths of the Compucare IT product and differentiated it from competitors'.
- The initial rollout was quickly put into action by the ad agency at a tradeshow the following month.
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