Best Practices Marketing Case Study, Telemedicine Sector

The following case study, developed by one of my clients, Grey Matter Marketing, details how telemedicine solutions provider InTouch Health differentiated its brand. This Best Practices example illustrates how a category creator was able to devise a new brand platform to help the organization focus its strategy on the best opportunities to increase sales, achieve sustainable competitive advantage and win in the telemedicine market.

SOURCE: Grey Matter Marketing, www.greymattermarketing.com
Full case study follows.

REBOOTING THE TELEMEDICINE MARKET: 
InTouch Health Gets In Touch with Customers
The Challenge

InTouch Health develops, manufactures, and markets acute care remote presence telemedicine solutions for high acuity applications where doctors are required to take immediate clinical action. While InTouch Health was the “category creator” of this market, the challenge was to differentiate the brand beyond being known as the “remote presence robot company.” Unfortunately, market research showed there was a disconnect between the company’s brand aspiration and current brand image within the market. The company chose to partner with Grey Matter Marketing to rebrand the company to solidify its leadership position. The key outputs of the rigorous branding and messaging process were to confirm Intouch Health’s position as the category creator of the acute care telemedicine market and clear choice over competitors; launch powerfully and effectively visionary products that extend its thought leadership and enable hyper-growth and clear market share/penetration gains in targeted healthcare markets; and create a high degree of focused market awareness and competitive differentiation to achieve measurable increases in customer acquisition.

The Solution

Grey Matter Marketing led the company through a multi-step exercise to help develop the plan for how InTouch Health can create superior value for a specific set of customers in a competitively distinctive way.  Key steps included: Conducting a series of qualitative and analytical sessions to determine the current brand state in the marketplace; utilizing “illumination sessions” to uncover the most compelling audiences and key insights that would result in an ownable brand position; leveraging insights to create and validate a unique selling positioning and key messages; and building the brand strategy on a new, deeper understanding of the target audience and market.  This proven process yields a “charismatic brand,” which is any product, service or company for which people feel there is no substitute.

The Results

Grey Matter Marketing created a new brand platform to help the organization focus its strategy on the best opportunities to increase sales, achieve sustainable competitive advantage and win in the telemedicine market. Key outputs included: Identification and prioritization of core values and target audience segments that could solidify the company as the leader among its competitors; alignment of the brand strategy with the target audiences’ wants and needs; and development of a new brand vision and position that all key stakeholders could buy into. Additionally, Grey Matter Marketing identified  a courageous customer promise that provides a significant point of differentiation, moving the brand from being just a “robot company” and identifying opportunities to grow the client’s business and increase technology adoption by creating a platform to educate target audiences‑opening the door to further expand their brand as the preeminent telemedicine provider. The final deliverable of this exercise resulted in a comprehensive brand development document that presented a detailed roadmap for implementing and managing the InTouch Health brand, including key messaging, to be carried out by the in-house Marketing department.

Grey Matter Marketing is an award-winning integrated marketing agency comprised of marketing veterans
that can relate to your challenges, understand your budgets, and offer valuable insights.