This leading provider in LTC pharmaceutical distribution did not have structured brand architecture, lacking differentiating brand pillars, targeted segmentation and compelling value proposition. Yet this organization is poised for aggressive growth based on a strong innovative technology platform.
We conducted 1-on-1 discussions and focus groups with current customers to understand the current brand impressions, differentiating services and overall relationship impression. Coupled with quantitative customer satisfaction data, we recommended a comprehensive architecture, complete with segmentation approach, differentiating brand pillars, integrated to portfolio offering with associated compelling Reasons-To-Believe (RTBs) and overall value proposition.
The branding and segmentation approach is being incorporated into their integrated marketing and sales execution programs and processes to drive both acquisition as well as retention. The two new segments are enhancing targeting efforts as well as driving stronger calls-to-action, delivering higher preference results.
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