August 18, 2009 -
Why would Advanced Informatics, the nation's market leader in delivering healthcare education solutions, invest in a re-branding effort given today's economy?
For three simple reasons: First, a recent acquisition required a refined positioning of its flagship product, E*Value, in the marketplace. Second, some new and increased competition represented a potential threat to market share. And third, it was time to update the brand communications in order to more accurately reflect the company's leadership position.
While many companies conserve marketing resources in a diminishing economy, others see it as an ideal climate to gain a stronger leg up on the competition. Advanced Informatics turned to DKY to help strengthen its brand image and create a fresh marketing design.
The first step involved conducting a brand development session with key stakeholders, including various C-level and management peronnel. DKY facilitated a half-day session to uncover core brand "truths" around which to better position E*Value in the marketplace.
With its Brand Blueprint in place, DKY created a brand design system and deployed it across a new tradeshow display and a new website
that introduced an improved user experience. In addition, DKY delivered multiple product improvement designs for the web-based E*Value product.
Despite current economic conditions, Advanced Informatics has thrived in 2009. CEO Quinn Montgomery reports, “Earlier this year, our marketing team partnered with DKY to solidify the E*Value brand and to apply it in a broader marketing initiative. This project has had a positive impact for clients and contributed tremendously in terms of new business growth.”
Going forward, Advanced Informatics is positioned to further strengthen their leadership position and maintain E*Value as a category leader for the foreseeable future.
