The Apollo team was ready to challenge industry. Lab management like many healthcare related systems, is still grappling with manual systems paper-based processes and even those companies bringing automated solutions still look like relics from a bygone era. ApolloLIMS set out to dominate the market — just as the pandemic unfolded. The Apollo team adapted to the new environment readily, gained strong momentum, and recently became a desired acquisition for Clinisys, who singled out Apollo’s strong digital marketing presence as a meaningful asset.
ApolloLIMS provides information management software for lab testing facilities. The software helps labs keep track of samples, organize test results and share results with patients. They, engaged Golden Spiral to help them dominate a sleepy corner of the healthcare marketplace and become one of the strongest LIMS brands in the market.
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Golden Spiral took a deep dive into what other LIMS were doing to take up mindshare and market share. Through key stakeholder interviews, digital audits, and other tools, we developed a clear picture of the market to ensure ApolloLIMS would be positioned in a unique and compelling way.
A one-day stakeholder summit built consensus and set the foundation for the critical work of defining the company’s market presence. Golden Spiral uncovered the soul of the ApolloLIMS brand, reviewed current challenges, mapped a vision for where the company hoped to be, and helped uncover the organization’s true “voice”.
We used our proprietary methodology to take a deep dive into collaboratively mapping the ApolloLIMS customer, their problems, and the ApolloLIMS solutions to those problems. The Buyer Matrix℠ formed the foundation for crafting an effective market message for the company. Every aspect of the downstream strategy for ApolloLIMS — from visual language to website to marketing collateral — flows from the Buyer Matrix℠.
From the Foundation Workshop, and building on the knowledge gained from the Buyer Matrix℠ process, Golden Spiral created the compelling top line language to connect ApolloLIMS to the market, clearly describe their offerings, and compel buyers to engage and convert.
The logo needed to make a distinct and progressive statement to the market and become the visual anchor to differentiate the Apollo LIMS brand. From three interpretations, ApolloLIMS selected a bold, modern wordmark as their logo.
This system of branding strategy and brand assets represents the visual interpretation of ApolloLIMS story. In an industry awash in “healthcare blue,” the distinctive yellow clearly stands out. From the logo to the entire set of accompanying visual communication elements, we created a compelling look and feel for ApolloLIMS.
The ApolloLIMS website serves as the primary manifestation of the brand and is the company’s most important marketing asset. Golden Spiral developed an easily navigable site with dynamic visuals, content elements curated for every stage of the buyer’s journey, and fully optimized to ensure discoverability.
As ApolloLIMS moved into its new name and identity, making sure their brand assets presented a unified, clear message to the market was essential. To facilitate sales conversations and support the company’s presence at key trade shows, Golden Spiral developed a range of assets for the company, including sales sheets, business cards, and tradeshow consultation.
With foundation and launch completed, ApolloLIMS transitioned into a demand generation program to effectively attract and engage buyers.
We began by establishing key performance indicators to be tracked through the duration of the program. Content marketing, with an emphasis on a regular cadence of authoritative content, ongoing SEO, paid media campaigns to drive hyper-relevant buyers to the ApolloLIMS site, lead nurturing, and performance analytics formed the primary components of the demand generation program.
Digital transformation in any industry is hard. For lab management software, ApolloLIMS had to first convince laboratories to transition from paper-based systems to a LIMS, and then to educate them as to why ApolloLIMS was the best choice for that software. By equipping them with a digital marketing roadmap, we drove ApolloLIMS to gain significant traction in the market and build a playbook for marketing success.
With a strong positioning platform in place, we develop ongoing initiatives that generate demand for your solution in the market and align with your business goals and KPIs. Our demand generation programs cover content marketing, lead nurturing, paid media, SEO, and performance measurement.