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.
Brand Positioning
Launch Sequence
Demand Generation
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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.
After an initial launch of the SureTest brand, the demand generation program was initiated to establish and maintain brand awareness, build a thought leadership presence in the intelligent healthcare IT automation conversation, growth the company’s digital footprint to maximize discoverability, and generate new sales leads and help prospects move through the sales funnel. We deployed a number of programs and tactics to help SureTest achieve these goals.
A consistent cadence of new content is the lifeblood of any demand generation program. All other components of demand generation flow from it. Anchored by twice monthly blog posts, which were in turn driven by monthly editorial and social media calendars, we developed content across a number of channels to introduce SureTest to targeted buyer personas and advance how the SureTest UVP solves the buyer’s problems.
With the vast majority of health tech buyers starting their search for new solutions with a generic search, and then doing a dozen searches prior to engaging with a brand’s website, online presence is a must. We worked to strategically improve SureTest’s discoverability through ongoing optimizations, keyword reports, backlink cultivation, regular reporting and a number of other SEO activities to generate top of funnel awareness, nurture leads through the funnel, and intentionally position SureTest in front of the right people.
Like SEO, paid media galvanizes a brand’s website presence and acts as a catalyst to accelerate top-of-funnel and lead nurturing activity. Paid search and social (LinkedIn) campaigns were deployed on a monthly basis, and included PPC and display/remarketing for Google Ads, as well as brand campaign, content syndication (supporting reach with sponsored posts) and prospect support for ABM targets for LinkedIn. Monthly data reporting and optimization assured these campaigns remained dynamic and responsive to a changing market.
SureTest needed to launch meaningful lead nurturing campaigns to provide ongoing cultivation and education to existing clients and prospects, and mapped to where they are in the buyer’s journey. An email nurturing campaign, carefully constructed with intricate “if/then” style scenarios, led clients and prospects throughout the launch phase, and further connected SureTes to their market.
For a brand emerging alongside the ongoing pandemic, it was clear that whether they were a virtual or in-person event, trade shows and related events were an important part of connecting prospects to the SureTest brand. Trade shows, including HIMSS22 and local HIMSS chapter events, as well as webinars, were supported with a range of on- and offline activities, including content marketing, landing pages, in-booth sessions, and cross-promotional efforts with SureTest strategic partners.
You won’t know where you’re going if you don’t know where you’ve been. And you won’t know how well your digital marketing is performing if you don’t measure and review it. Beginning with a baseline SEO report, and continuing through monthly and 3-month reviews with keyword analysis, performance analytics were developed and reviewed with the client to stay abreast of everything from number of website impressions and click through rates through form fills and pageviews. Ongoing adjustments for maximum performance were made as a result of this regular schedule of charting progress.
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