Flo Healthcare, a subsidiary of Emerson Corporation's Storage Solutions division, 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 taking a strong message to the hospital marketplace have been extremely favorable. Emerson-Flo Healthcare’s messaging platform, branding and demand generation programs have resulted in dramatic increases in qualified leads, industry recognition, and revenue growth. During the six-year period in which Emerson-Flo has worked with Arketi, revenue has increased by approximately 1000%.
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Kudos
Emerson-Flo Healthcare has won several awards for its marketing programs developed by Arketi Group:
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