Challenge
Medisoft is the UK’s leading supplier of electronic records for ophthalmology. Their EMR system provides hospitals with instant access to patient information from any location. They initially approached We Are Circle to develop a new brand identity to help bring its new flagship software product to market. It was crucial that they created a winning brand strategy to differentiate them from the new entrants within their marketplace. Additional projects soon followed including the rebrand of the whole organisation, a new website, marketing materials and marketing campaign execution.
Approach
The development of mediSIGHT, their new EMR product, began with a brand insight workshop with their staff. The workshop was used to identify key areas of differentiation, their brand values and brand personality. We mapped who we were targeting and what customer needs we were fulfilling. Next we created a number of possible brand identities and presented them to the team, along with the brand rationale behind each choice. This allowed the team to select the right brand identity for mediSIGHT based on brand insight, rather than personal preferences.
Following the success of mediSIGHT’s brand development, we also rebranded the whole company and worked with their chosen design agency in London to develop their new website, creating the brief and copy and meeting tight deadlines. We created a whole host of marketing materials including new stationery, templates for invoices and quotes, signage and event stands. We launched the new brand again via an email campaign at their annual event.
The new mediSIGHT brand identity was launched at their biggest annual event, using demos and a ‘tease and reveal’ email campaign. We also created an exhibition stand, rolling presentation and leaflet. We continue to support Medisoft year-on-year as their outsourced marketing team.
Results
- Successful new product launch
- Enhanced credibility
- Improved recruitment
- Higher value contacts
- Differentiating against the competition
- Medisoft are number one in their market. They are used in over 80 NHS Trusts
