Case Study

ApolloLIMS: Separating a lab information management system brand apart from the tired herd.

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.

Lay the Foundation
Competitive Research

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.

Apollo LIMS Case Study
Foundation Workshop

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”.

Buyer Matrix℠

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℠.

Apollo LIMS Case Study
Messaging Platform

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.


New Tagline:

Apollo LIMS Tagline
Apollo LIMS Case Study
Logo Design

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.


Apollo LIMS Logo
Visual Identity System

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.

Apollo LIMS Visual Collaterals
Strategize the Launch

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.

Launch Communications

Our team collaborated with Apollo to create a comprehensive campaign announcing the new brand to the market, generating momentum and providing an effective start to our demand generation efforts.

Apollo LIMS Case Study
Generate Demand
Demand Generation Strategy

With foundation and launch of the new brand completed, ApolloLIMS transitioned into a demand generation program to effectively attract and engage buyers.

We began by establishing key performance indicators 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.


To stretch the company’s marketing dollar as cost effectively as possible, but without sacrificing the need for a consistent blog post cadence to anchor the demand generation program, we edited and provided SEO optimization to a monthly client-supplied post. Corresponding social posts amplified each blog post, which were further boosted in paid campaigns. Quarterly client-provided rich content pieces, such as case studies, were also edited and optimized.


Lab management systems start their search for new products and solutions where most of us do: online. From a generic search, they may conduct a dozen searches before engaging with a brand’s website. Golden Spiral worked on a monthly basis to strategically improve Apollo’s discoverability through ongoing optimizations, keyword reports, regular reporting and a number of other SEO activities to generate top of funnel awareness, nurture leads through the funnel, and place ApolloLIMS in front of the right audiences.

Lead Nurturing

As the ApolloLIMS sales team continued their efforts with engaged prospects, Golden Spiral supported those efforts with a quarterly email campaign targeted exclusively to unengaged prospects. Each campaign promoted a single piece of content (usually a blog article), to begin engaging the market with the Apollo brand and value proposition.

Performance Analytics

With consistent content marketing activity established, lead nurturing, SEO and paid media efforts underway, it was time to track progress. Quarterly analytics reports were developed and presented. These included a comprehensive analytics dashboard and summary, and thorough tracking of Google Analytics, Organic Search, and Paid Media performance. Ongoing adjustments for maximum performance were made as a result of this regular schedule of charting progress.

Apollo LIMS Case Study Apollo LIMS Case Study
Daniel Hart
Former CEO, ApolloLIMS
Our brand needed an updated look and feel, and most importantly, something that stood out versus the competition. Golden Spiral did an excellent job of surveying the market to determine creative ways to differentiate our brand, developed an innovative, consistent design across all our marketing materials, and launched a new digital presence for us that will be foundational for years to come.

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.

Strategic, proven programs designed specifically for healthtech companies

Explore our solutions:

Demand Generation

We drive B2B marketing initiatives proven to produce leads and generate demand in the HealthTech industry.

Branding & Positioning

We create a compelling visual brand and messaging platform by focusing on your buyers and communicating your unique solutions to their problems.

Website & Collateral

We bring your brand and message to market through an engaging, lead-focused website and well-targeted marketing and sales collateral.


We would love to hear from you. Fill out the form, or, if you prefer, send us an email