Launching a healthcare company in the midst of a pandemic is challenging, even when the company has a strong product and market fit. By taking an integrated marketing approach, the company was able to form its marketing efforts into a cohesive whole, where each component reinforces the other. The company has built a solid marketing foundation as it eyes its next phase of growth.
Every time an EHR system upgrades, expands, or in any way changes, it has to be tested to ensure it is functioning properly. During this time, the average health system spends tens of thousands of hours of clinician and IT analyst time, and the costs are astronomical. SureTest removes that burden and the company is seeking to quickly dominate the market.
Golden Spiral developed and implemented a strategic marketing launch plan to achieve ambitious lead generation, brand awareness, thought leadership, and online presence goals.
Market Positioning
- Competitive Research
- Foundation Workshop
- Buyer Matrix
- Messaging Platform
- Logo Design
- Visual Identity System
Launch Sequence
Generate Demand
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To inform clear and meaningful differentiation, we started with a deep analysis of the marketing presence for SureTest’s key competitors. Since they have no direct competitors, we explored others taking up space in the conversations around IT automation and looked at their positioning, messaging, and tactics to get a picture of what it will take to outdistance the competition.
This stakeholder summit built consensus and set a foundation for the critical work of defining SureTest’s market presence. From exploring current challenges and future opportunities to establishing the fundamental elements of the company’s unique value proposition, we uncovered the soul of SureTest’s brand.
We used our proprietary methodology to take a deep dive into understanding the SureTest customer, their problems, and the SureTest 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 SureTest — from visual language to website to marketing collateral — flows from the Buyer Matrix℠.
Out of the Foundation Workshop and building on the knowledge gained from the Buyer Matrix℠, Golden Spiral created a compelling, impressive narrative to connect SureTest to the market, clearly describe their offerings, and compel buyers to engage and convert.
New Tagline:
As the anchor for SureTest’s overall visual brand language, the logo needed to clearly differentiate the company. From three interpretations, SureTest selected the lightning bolt-inspired mark, which also echoes the “S” in SureTest. Together, it reflects the modular aspect of the SureTest solution and creates a sense of speed and power. SureTest executives have even translated the logo into their own cufflinks and earrings!
This system of branding strategy and brand assets represents the soul of the SureTest brand in visual form and comprises the visual interpretation of the soul of the SureTest brand. From the logo to the entire set of accompanying visual communication elements, we created a unique look and feel for the SureTest brand.
This is every company’s most important marketing asset and must be the primary manifestation of any company’s brand. The SureTest site is no exception, with clear navigation, dynamic visual representation, and full optimization for discoverability.
Time doesn’t stand still for a new company like SureTest, especially as their website is being developed. To facilitate sales conversations and support SureTest’s presence at key trade shows, Golden Spiral developed a one-page mini website, which included a detailed process graphic to describe the company’s core solution and approach to testing automation, as well as a sales sheet and other print-ready materials.
There’s only one chance for a well-executed company launch. Golden Spiral capitalized on this strategic opportunity for SureTest with the key messages, campaigns, and assets necessary to carry the launch news to the market. The campaigns for SureTest included email campaigns, content marketing, paid search and social, a webinar, and more.
SureTest transitioned into a demand generation program to sustain the strategic marketing initiatives begun during the launch plan phase.
We began by updating the launch plan KPIs to reflect longer-term goals and strategies, and deploying specific tactics aimed at achieving them. A robust content marketing program, a well-optimized website for maximum discoverability and engagement, paid media campaigns to drive hyper-relevant buyers to the SureTest site, carefully crafted email campaigns and workflows, and monthly reporting of performance analytics comprised the core components of the ongoing program.
Demand Generation
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.