B2B Healthcare Marketing
At Springboard, our brand strategy work with leading providers enables us to understand the vision, strategic goals and motivators of hospital and health system executives. We have been able to translate this understanding into effective communication strategies for our B2B healthcare marketing clients who need to reach various decision-makers within the provider space.
We employ B2B marketing strategies for our clients who sell medical devices, equipment and healthcare services to health systems, hospitals and physician practices. We work closely with business development teams to provide them with the tools they need to target specific audiences, such as C-suite decision-makers, physicians and other referral sources. And we put a heartbeat into messaging to create a dialogue with customers that too often are bombarded with chest beat claims that don’t stick.
RestorixHealth is a “private-label” wound care management company that competes with a category leader who controls over 60% of the market. Based on competitive and industry need research, we positioned RestorixHealth as the better option because of its customized solutions and flexibility in partnerships. Our messaging goal was to promote differentiation and benefits to key target groups.
RestorixHealth’s business development team promoted the custom solutions they offer and their medical expertise. These B2B healthcare marketing communications have been used as direct mail pieces, attached to emails and promoted on various social media channels.
B2B Healthcare Marketing Campaign
This upcoming campaign promotes what the various hospital C-suite executives want more of (growth, competitive advantage, control) and less of (financial risk). The goal of this campaign is to get the business development team more opportunities, it will be executed through print and digital placement in trade publications and e-newsletters and through direct mail.
Spectrum Administrators was the name of this full-service third-party administrator (TPA). The addition of population health management technologies and services created a significant change in its marketing position – requiring a new name.
Springboard was asked to help the organization develop a new, more descriptive name, identity and tagline to more effectively present the company in its new capacity to its key audiences.
With an understanding of the long-term vision of the leadership team, combined with key findings from research conducted with current/potential customers, Springboard developed a name that reflects the new company’s focus on population health, through analytics – Populytics.
Naming and Identity Development
Insight Medical Genetics
Insight Medical Genetics is a comprehensive genetic testing practice providing personalized counseling and guidance for patients and referring providers. With the expertise of a medical center and the personal touch of a private practice, Insight Medical Genetics provides up-to-date, leading edge testing for genetic conditions with a professionally recognized standard of care.
The following tools were designed to support the business development team’s efforts to raise awareness for their services and secure the appointment with a potential referral partner. These B2B healthcare marketing communications targeted both primary care physicians and their practice staff.