MACH7 TECHNOLOGIES SUCCESS STORY
A market differentiator strategy increases U.S. imaging software sales by 6X
- A novel strategic marketing plan, new brand messaging, and public relations fueled 6X growth in top-line U.S. health system revenue.
- Clarity Quest resourced a complete outsource marketing department for three years, including strategy, content, public relations, and digital marketing.
- Mach7 went public 2.5 years after engaging Clarity Quest.
Mach7 Technologies engaged our agency to build brand recognition and capture a larger share of the U.S. enterprise imaging software market.
The challenge was significant with multinational competitors, an early-stage technology platform, and healthcare buyers preoccupied with Meaningful Use and ICD-10.
Rising to the challenge, we partnered with Mach7 to create a powerful, respected enterprise imaging brand that challenged traditional picture archiving and communication system (PACS) paradigms and grew U.S. revenues by 6X in just 2.5 years.
Mach7 Technologies brings clarity to image archiving processes and puts health systems in control of data ownership, access, sharing, and communication. Mach7’s Enterprise Imaging Platform unlocks disparate archive silos, consolidating patient data and simplifying information sharing across a connected enterprise.
Marketing strategy in focus
Before embarking on any rebranding or lead generation efforts, we tackled Mach7’s greatest challenge: they had never developed a formal marketing strategy. Together with Mach7’s leadership team, we crafted a detailed marketing plan and budget that would support their aggressive 12-month business development and revenue goals.
Unlock. Unleash. UnPAC.™
Knowing Mach7 needed to make a big splash in the U.S. market, we launched new brand messaging and a new identity at RSNA 2013. In under six weeks, we crafted new corporate messaging and an aggressive “Unlock. Unleash. UnPAC.” tagline, differentiating Mach7 from market-leading PACS imaging technology competitors. The crowds at RSNA took notice. Our disruptive theme shook things up industry-wide, putting Mach7 on the healthcare IT radar.
Aligning marketing and sales
We developed corporate and product brochures, persona-targeted white papers, case studies, and sales PowerPoint decks to prepare the marketing and sales teams for the big push into the U.S. market. We also trained the teams how to use the sales materials and how to align their efforts for effective lead scoring and nurturing.
Kicking marketing into a new gear
After an impressive showing at RSNA13, we took it to the next level with a comprehensive marketing and advertising plan for HIMSS14. Our team created a new responsive website and fresh imagery to accompany our “Power of the Platform” theme. We designed a 20′ x 20′ trade show booth with demo stations and a private meeting room, and executed several booth draw campaigns. We also created a new product video which debuted at HIMSS14.
Filling the funnel
Our lead generation campaigns targeted Mach7’s top buyer and influencer personas to fill the sales funnel at every stage using targeted email campaigns, marketing automation, webinars, and case studies. We educated multiple radiology and imaging personas and kept market interest high. Our marketing efforts contributed to 64% of the leads in Mach7’s sales pipeline — significantly more than the B2B tech industry average of 38%.
“Hiring Clarity Quest to revitalize our marketing strategy and then execute programs was one of the best decisions our company has made. Every dime we spend with them is worth it.”
Ravi Krishnan, Founder | Mach7 Technologies
Mach7 in the spotlight
Our integrated public relations team has secured editorial coverage for Mach7 in some of the healthcare imaging industry’s most highly-regarded publications and blogs. From press releases to bylined articles, strategic public and analyst relations has changed Mach7’s position and perception in the U.S. and global markets.
Mach7 rivals Fortune 100s for brand recognition
Mach7 was included in analyst and industry reports, such as IDC MarketScape, Gartner, and KLAS, alongside much larger enterprise competitors. In fact, Mach7 won 2015 Asia Pacific Medical Imaging Informatics Company of the Year from leading analyst firm Frost & Sullivan!
Focused on the future
When Mach7’s CEO came to us with news of a pending merger with 3D Medical, we quickly sprang into action. In under one week, we prepared internal and external communications strategies, crafted a press release, secured leading analyst interviews, updated social media, and developed an internal playbook for pre- and post-merger marketing communications.