Healthcare
Morrisey Associates Inc.
From unknown startup to a $48 million exit
Morrisey Associates entered the practitioner credentialing, privileging and performance management market with strong software but no brand, recognition or customer relationships. We worked alongside the company for nearly three decades as it grew from an unknown startup into a national leader and was ultimately acquired for $48 million.
Challenges
1.
Nobody knew the company existed.
Morrisey was a small player in the healthcare technology market, competing against larger, better-funded companies. It had no name recognition or established track record to help it get noticed.
2.
Buyers were hard to reach.
Hospital networks, credentials verification organizations (CVOs) and managed care organizations had specific problems that broad marketing couldn’t address. Reaching them meant understanding what medical staff offices dealt with day to day and speaking directly to those concerns.
3.
The subject matter never stopped moving.
Credentialing and privileging depend on changing accreditation standards, regulations and compliance requirements. Morrisey needed a marketing partner that understood those changes well enough to keep its content accurate and relevant.
Solution
We started by learning the business from the people who knew it best.
Our content team interviewed Morrisey’s principals about the company’s audience, goals and competitive landscape. We also interviewed industry experts about the problems healthcare leaders faced, giving Morrisey outside perspectives on its market while providing our team with source material for years of content.
Those interviews set the direction for a full branding and marketing program. As the work expanded, so did our role. We became an extension of the Morrisey team, working closely enough with the business that Morrisey’s customers knew our team members by first name.
From there, we developed monthly and quarterly print and digital communications that kept Morrisey in front of its audiences. The work included brochures and sell sheets, a monthly e-mail newsletter with articles, user group conference marketing, save-the-date and reminder postcards, and digital and print advertising.
The work continued as Morrisey grew and its industry changed. New regulations and laws brought new pressures to hospital medical staff offices. We followed those developments and updated the marketing strategy and content to keep pace with changes in the market.
Results
1.
An unknown startup became a national name.
Morrisey grew from a company with no name recognition into a national leader in credentialing and privileging, supported by nearly three decades of content marketing, branding and digital marketing.
2.
The company built relationships with hundreds of healthcare organizations.
Hospitals, CVOs and managed care organizations across the country came to know Morrisey as the company grew. Its content program supported those relationships by focusing on the problems customers faced, not simply the products Morrisey sold.