| |
|
| |
|
|
|
| |
|
 Arketi
Group's work for Emerson-Flo Healthcare was the subject of a BtoB
magazine Special Report on Integrated Marketing Success in
August 2007. Read
the article online
|
|
Flo Healthcare, a subsidiary of Emerson Corporation's Storage Solutions
divison, and a leading provider of wireless mobile clinical
workstation solutions for the healthcare industry, wanted to
gain market share and differentiate itself from competitors. In evolving
from a leading specialty wireless solutions company, Emerson-Flo Healthcare
had implemented a rebranding campaign, which had succeeded in differentiating
the company - but without establishing a position that would allow it
to compete independently.
Solution
To determine Emerson-Flo Healthcare’s unique position and what
the company believed to be truly different about its solution, Arketi
Group performed research resulting in the emergence of the benefit most
related to care and “making
care better”: the ability for practitioners (clinicians) to spend
more time with patients.
Based on this research a new positioning statement was created: Improving
connections. Improving care.
The idea is simple – the wireless mobile workstations improve connections
on many levels, which improves care across many dimensions: increased
time with patients, improved quality of care, fewer errors, and a more
responsive staff.
With the new positioning in-hand, Arketi constructed new
messaging for Emerson-Flo Healthcare; redesigned the logo and brand identity;
and developed a completely new website, collateral, aggressive print
advertising, trade show support, and sales support materials, including
a powerful information graphic which explains the role the company's
products play throughout the hospital.
Results
The results of the new positioning have been extremely favorable. Internally,
the new message and campaigns have resulted in an opportunity for the
new organization to rally around a message, a look and an identity. More
importantly, Emerson-Flo Healthcare’s new messaging platform and new brand
focused on improving patient care resulted in drastic increases in qualified
leads, industry recognition, and revenue growth. The company exceeded
its own internal projections, almost doubling revenue in the past year.
| |
AWARDS
Emerson-Flo Healthcare has won several awards for its marketing programs
developed by Arketi Group:
|
|
| |
 |
|
 |
|
 |
|
|
|
| |
|
|
|
|
|
|
|
|
| |
2007
TAMY Award
Marketing for Growth
|
|
2007
Communicator Award of Distinction
Print Media |
|
2006
Public Relations Society of America Certificate of Excellence
Brochure |
|
2005
TAMY Award
Corporate Repositioning |
|
| |
|
|
|
|
|
|
|
|
|
|
To
view the samples in this showcase, Javascript must be enabled in
your browser. If this message persists, Javascript is disabled. 
