Healthcare
MorCare
Turning a business strategy into a brand ready to launch
MorCare formed through a reorganization at its parent company, bringing a group of care, quality and risk management software products together as a new company. The growth plan was already aggressive. MorCare needed to establish its own identity while helping existing customers connect familiar products with the new company and introducing MorCare to prospective buyers.
Challenges
1.
The business strategy came before the marketing.
Leadership knew which buyers it was pursuing and what the products had to prove. But no one had translated that strategy into positioning, messaging or a brand identity. MorCare needed a partner who could turn the strategy into a market-facing story quickly.
2.
The separation had a clock on it.
Product lines were separating from the parent brand, and customers and prospects needed to understand the new company at once. MorCare couldn’t wait for a full marketing program before going to market.
3.
Value-based care was rewriting the rules.
Reimbursement models, regulations and compliance requirements were changing along with buyer priorities. MorCare needed a partner that already understood the category and could get to work immediately.
Solution
Through in-depth interviews with MorCare’s executives, we learned how the team viewed the category, where its products stood apart and what value-based care meant for MorCare’s buyers. We turned those insights into positioning, messaging, a brand story and a visual identity in weeks.
Once we established the core brand, we created an interim identity, microsite and targeted communications that helped existing customers understand the transition and gave prospects a place to learn about the new company.
For the permanent marketing program, we replaced the microsite with a new website and used insights from the leadership interviews to create product and solution pages and search-optimized content. We also developed the digital and print materials the sales team needed.
MorCare also needed to establish search visibility for its new domain. We researched the terms buyers used and optimized the site for those keywords, helping prospective customers find MorCare online.
Results
1.
MorCare launched in under two months.
The interim brand and marketing program went to market in less than two months, with the long-term program following within six months. MorCare met its launch window without waiting for the permanent program.
2.
The company reached new prospects while maintaining existing relationships.
The launch introduced MorCare to prospects who hadn’t heard the name and helped preserve relationships with hundreds of hospitals, health systems and managed care organizations through the separation.
3.
A new domain reached the first page of Google.
Within three months, MorCare’s top five keywords ranked in the first 20 search results. Continued optimization moved four of the five high-value keywords into the top 10.