The client
A leading provider of clinical, operations and financial solutions for health systems. They were interested in a takeaway campaign targeting a rival.
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Positioning · Healthcare
Develop an Informed B2B Marketing Strategy
A leading provider of clinical, operations and financial solutions for health systems. They were interested in a takeaway campaign targeting a rival.
The story
One narrative from constraint to consequence.
The challenge
To displace a competitor, they needed to understand exactly why customers stayed — and what would make them switch.
What Red House did
First we identified current users of the competitive platform to understand the key issues they faced, then evaluated the benefits of our client's solution. We interviewed 50 CIOs and Directors of Medical Information, all within hospitals carrying a $75M+ operating expense budget. Insights covered length of time with their current solution, awareness of the top three HIS solutions, current solution strengths, the most important attributes in their next HIS, and more — informing both sales and marketing. We then leveraged that insight into a tactical plan that helped the sales team make the case for displacing the competitive product.
The outcome
50 CIO interviews turned into a displacement plan the sales team kept using.
Using the research, the sales team mapped activity and resources to prospects as they entered the buying cycle — and the program continued over time based on meeting their initial sales goals.