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DATAFIRST SUCCESS STORY

Improving brand perception yields increased business valuation

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A marketing partnership spanning six years

More than five years ago, DataFirst CEO, Beau Jones, knew his enterprise imaging technology company needed a more robust marketing footprint to support its business goals.

This would be the organization’s first time prioritizing marketing, and without an in-house team, Beau recognized he needed a partner fluent in healthcare technology to help him establish the foundational elements of the brand, including positioning, messaging, and a website.

Clarity Quest met Beau’s expectations, and years after our first engagement, he sought our strategic marketing support again. Due to a change in leadership and corporate strategy, Beau reengaged Clarity Quest to revisit their brand to align with their new vision.

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"What an encouraging and exciting experience when the final deliverable exceeded my expectations!"

"Your collective talent, collaborative insight, and creativity were an invaluable contribution towards the transformation of who DataFirst is and how the healthcare community will see and experience us going forward. Thank you all!

Beau Jones

Beau Jones
CEO
DataFirst

RESULTS

Complete visibility throughout the imaging management journey

These strategic shifts position DataFirst as an enterprise interoperability solution putting their core value proposition center-stage:

We harmonize and break down barriers in healthcare imaging data to put the power of access and decision-making back in the hands of our customers.

Simple, modern, edgy, sleek.
Most importantly, different!

The new DataFirst website:

  • Gives visitors an experience that answers questions upfront.
  • Uses multi-media such as custom videos, diagrams, and graphics to pique interest and drive free trial and demo requests.
  • Puts DataFirst’s Silverback® solution center-stage.
  • Delivers an experience for all audiences, taking care not to alienate existing personas while appealing to the new C-suite target.
  • Tells the DataFirst story with a confident, empowering tone with headlines and calls to action.
  • Uses custom animated explainer videos and graphics to communicate and simplify solution complexities.
  • Optimizes for SEO to rank for target keyphrases.
responsive website design for DataFirst
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Shattering data barriers in healthcare imaging

As a leading enterprise imaging technology company, DataFirst’s Silverback® platform solves interoperability challenges for health systems and IDNs. We partnered to accomplish three goals:

1

Shift brand perception from a commodity imaging router to an enterprise solution.
2

Target the new ideal customer profile, which changed from OEMs to health systems, hospitals, and IDNs.
3

Create a new go-to-market strategy following changes in leadership and a growing team.
INITIAL ENGINEERING SUCCESS

One solution for a connected imaging network that solves interoperability challenges

We started with a complex branding and messaging effort:

  • Messaging and Positioning Framework – Elevate the narrative to attract the C-suite and communicate at an enterprise level.
  • Brand Promises – Articulate the commitments they make to their customers each day.
  • Corporate Messaging – Establish an elevator pitch and PR boilerplate.
  • Brand Architecture – Shift to a house of brands architecture to reflect the new platform and product solutions.
  • Product Packaging and Messaging – Establish multiple product levels and accompanying messaging to support the new enterprise-level vision and offerings.
  • Search Engine Optimization (SEO) – Analyze and recommend new key phrases to rank for while maintaining existing SEO value.
  • Brand Image – Overhaul the look and feel with a modern, edgy, and sleek image.
  • Logo Refresh – Modernize the design of the logo to bring out the gorilla feature and align it to the new brand aesthetic.
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“We want to look and feel different from our competitors.”

- Beau Jones, CEO | DataFirst

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