Product Positioning, Sales Materials and Web Site for a Healthcare Technology Company

Summary of services provided:

• Competitive analysis
• Comprehensive site management services
• Coordinated print and web publishing
• Custom site design
• Original content development
• Print design
• Product positioning
• Site architecture
• Site promotion
• Site re-design
• Strategic consulting

Project overview. Tech Works initially approached us for a marketing consultation. They had developed a number of signaling and communications products for use in healthcare clinics, nursing homes and assisted living facilities. The products were unique in that they used twisted-pair telephone technology, rather than standard electrical wiring. This made them easier and cheaper to install or reconfigure that their competition. Each of the components contained a programmable chip that allowed the system to serve a wide range of applications. The Tech Works products also had the advantage of easily interfacing with a wide range of wireless communication devices.

Product positioning. Tech Works requested our help in understanding how to present these products to their markets. As the products' developers, they saw them as a collection of interoperable components, each with its own properties. We helped them re-envision and then rename their products as two distinct product groups or "systems" based on the markets in which they were employed.

Integrated marketing strategy. We then consulted with Tech Works to develop a marketing strategy that employed printed product brochures for distribution at trade shows with matching online presentations on the company web site. Key to the success of this project was our conceptual development and execution of a set of illustrations and accompanying language that clearly presented the advantages of their system in terms that a buyer with little technical background could understand.

Web strategy. We consulted with Tech Works on how they might best use their web site to achieve their business goals. Based on those discussions, we suggested and secured appropriate domain names, then designed and constructed a site (tech4people.com) designed to present their products and company identity to their customers. A company "extranet," which will serve the needs of their sales force, dealers and installers, is currently in conceptual development.