Case Studies


How We Measure Impact

These case studies, excerpted from past projects, offer a vivid picture of the changes we are capable of achieving. To protect our clients’ confidentiality, we have withheld names, dates and brands.

If you’re wondering whether our team can help deliver similar results for you, we welcome your inquiry.

Seeking results different from these? We have other case studies that could well fit your needs, so let us know your goals and requirements.

Photo: Stack of papers.

 

  1. Reframe, Rebrand, Retrain
  2. Changing the Conversation Generated Sales
  3. Finding Gold in the Client’s Data Mine
  4. Old Friends May Be Gold, But New Ones Are Platinum
  5. Enabling an Rx Brand to Move Forward Faster with Managed Care Gatekeepers

Reframe, Rebrand, Retrain

The Challenge: Sales were in a slump and there were problems with one of its flagship products. It was critical to acquire new clients and increase sale of other products in its portfolio.

Our Response: Reframe their customers’ needs and anxieties that were driving selection and purchasing decisions. Assess our client’s entire product and service portfolio to propose new ways to bundle, coordinate, package and promote combinations of products and services that responded directly to customer needs. We also created new product and service sub-brands and promoted them with an outcome-oriented approach tuned to customers’ anxieties, needs and drivers.

To drive the point home, literally to the customers’ front doors, we designed a direct mail piece that delivered product samples and solution-oriented descriptions of new brands.

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The Result: Within a year our client achieved a 14% increase in sales, acquired 20+ institutional clients and experienced a 30% increase in visitors to their tradeshow booth.

Changing the Conversation Generated Sales

The Challenge: Our client’s brand had a reputation for being too expensive and for lacking U.S.-based technical support. Our client was also using promotional materials created—and then translated into English—by their headquarters team overseas.

Our Response: We started by uncovering customers’ actual drivers and anxieties that inhibited their interest in our client’s brand. Once we identified the key factors, and understood the unique relationship between recommenders, influencers, purchasers and users, we crafted messages to address each constituency’s distinct decision points. With headquarters’ permission, we developed new branding and positioning that accentuated the attributes of greatest concern to purchasers. We also communicated the process, the brand strategy and recommended selling tactics to the U.S. sales team.

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The Result: Our client more than doubled their sales pipeline in a year, acquired new clients and experienced an increase in brand perception that helped elevate their brand from tied for #3, to #1 in the market for value and quality.

Finding Gold in the Client’s Data Mine

The Challenge: Working with a limited budget, our client needed a thrifty way to combat the growing number of competitors who are aggressively pursuing their loyal customer base.

Our Response: Upon learning the clients constraints, and understanding the potential gold in their customer database, we proposed a tactic for stirring inactive customers to spring back into action—and to bring family members—which tapped into the multi-generational trend in family vacationing. We determined that the target audience was most receptive to direct mail so we conceived a unique—yet highly affordable—direct mail strategy and campaign theme that resonated with the audience. It was also designed to be launched in consecutive flights, based on effectiveness and sales-based ROI.

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The Result: Within a few weeks of the postcards’ arrival in recipients’ homes our client tracked a 200% year-over-year increase in bookings. Motivating people to take action is easier when you know which desires to tap into AND their preferred communication channels.

Old Friends May Be Gold, But New Ones Are Platinum

The Challenge: Our client’s products were well known to leading researchers, although many of these same customers were aging and either fast approaching retirement or in the process of retiring. The problem was that our client believed their quality and reputation were all the marketing and promotion necessary for the next generation of biomedical researchers. As a result, their marketing had become lackluster, informal and disorganized. Sales were flat and competitors were taking bigger bites of their market share each year.

Our Response: We focused on reaching the intended audience, compelling them to visit the booth and engaging them in conversation, as opposed to a sales pitch. To help increase client bonding, and generate essential intelligence on researcher needs, we coached our client’s staff on skills that zeroed-in on how to discover their prospective customers’ needs at the largest professional society expositions—rather than reflexively jumping to presentations on specific pieces of equipment

We also focused on ways to refresh, simplify and standardize the visual imagery of our client’s brand. The result was a new format, style and design for a series of promotional sheets that were distributed in a pre-event email campaign as well as multi-product ads for Buyer’s Guides and professional journals.

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The Result: A 68% increase (80 people) in booth visits in one year. 80% of booth visitors were either previously unknown in the prior year, or were known but had not been to the booth in the prior year. The rate of closed sales in the following 90 days of the exposition that year was reported to be 50% of all booth visitors.

Enabling an Rx Brand to Move Forward Faster with Managed Care Gatekeepers

The Challenge: Determine which clinical, commercial and patient care issues that managed care decision makers feel are most compelling so that marketing efforts can increase market share.

Our Response: Our history of working closely with physicians allowed us to relate in a manner that immediately conveyed our familiarity with P & T decision making. We secured interviews with high-value decision makers and influencers in the managed care industry, which in turn yielded candid insights that differentiated the quality of our analysis and recommendations. The critical insights we developed through interviews with managed care decision makers, on disease management, health economics and demand management, enabled us to identify the best ways to create effective professional education and marketing tactics for managed care executives.

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The Result: Our insights and recommendations were used in the educational and promotional messaging that secured prompt approval among Formulary Committees, Medical and Pharmacy Directors. These successes led to the rapid trial and broad adoption of our client’s medicine among treating physicians and their patients.

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