RESEARCH, STRATEGIC PLANNING AND IMPLEMENTATION

Efforts were immediately undertaken to increase the company’s sales through aggressive marketing efforts. Below is a high level breakdown of the research, planning and specific actions taken to accomplish the company’s goal.

Pre-Plan Research:

1. Reviewed all existing customer facing marketing materials.

2. Reviewed published peer-reviewed studies, including the just released study proving the system was effective in reducing HAIs.

3. Interviewed key stakeholders at healthcare facilities that would be involved in the purchasing decision.

4. Attended tradeshows/conferences to gain insights into the effectiveness of the current messaging and gain additional feedback from the healthcare community.
   

Research Findings:

1. Deficiency in clarity and impact in current messaging:

   1. No clear features and benefits story.

   2. Lackluster messaging/collaterals highlighting technology.

   3. Lack of an engaging, comprehensive informational packet for the sales representatives to use.

2. Long, complex sales cycle with multiple departments involved in decision process.

3. Inadequate tools to address unique challenges for each department involved in the decision process at healthcare facilities.

4. Lack of engaging, informative multi-media content.

5. Incomprehensive marketing plan, including costs and timelines.
   

Strategy Planning/Recommendations:

A marketing report, including strategy recommendations and an implementation plan with timelines and budgets, was developed and presented to the senior leadership at the company.

This detailed report included the recommendations to:

1. Developed a clear, impactful tagline to pinpoint benefits of technology.

2. Clearly showcased the benefits of the device in reducing HAIs.

3. Clearly showcased the ROI to facility in adopting the technology.

   1. Eliminated the need for the healthcare facility to absorb the cost of treating patients who contract an HAI, as the patient’s insurance will not cover this cost.

4. Increased awareness through targeted traditional and digital marketing activities, such as:

   1. Social Media

   2. eBlasts

   3. Print ads in high readership publications

   4. Trade Publication Digital Ads

5. Created an impactful, informative explainer video showcasing the system and its features and benefits.

6. Redesigned the website to be more dynamic and convey the new messaging, including the explainer video on the homepage.

7. Developed a complete informational packet for the sales team’s usage, including:

   1. Step informational sheets, each highlighting the benefits for each department.

   2. A redesigned, engaging brochure

   3. A copy of the recent clinical, peer reviewed study.

8.  Incorporated the new messaging and elements into the tradeshow booth.

9.  Developed informative CE accredited webinars for healthcare facility staff around addressing HAIs.