Marketing Strategy Helps Altus Launch New Health AI Product
While Altus already had several products in the market, this launch was more complex as it involved aligning the messaging and design with both the parent company and technology partner. Altus wanted a marketing partner who could step right in, get to the essence of what needed to be communicated, and have the agility to pivot where necessary with ongoing updates as the product features were solidified.
Crafting a Smart Messaging Framework
The new product needed a messaging framework that aligned with the overall company brand messaging and made the product distinct from the competitive landscape. Other key parameters included making sure the new name aligned with the software partner firm’s messaging and that it would resonate with their varied target audiences.
Forming the Proof-Based Value Proposition
We started by defining the product’s value proposition. Digging into the key attributes and benefits as well as the market’s needs and the competitive landscape, we developed a formulaic approach that brought immediate clarity to the product’s differentiators and benefits.
Naming a New Product: VIDICI™ is Born
The next step was to craft a name, which can be extremely challenging in the healthcare field as it seems that every possible derivation of a word is already trademarked or being used. Altus wanted a memorable, 1-2 syllable name that worked domestically and internationally, could be trademarked, worked with current naming conventions, and could be personified if desired.
We explored several naming options that represented different aspects of what the product offered. Using a mix of objective and subjective factors and searches, the exploration was narrowed down to a handful of options for legal review. VIDICI™ passed the marketing and legal parameters and became Altus’ newest addition to their family of virtual care products.
Now that VIDICI had a name, it needed an identity. We started by developing mood boards of different logo styles to understand where our client wanted to go. These mood boards explored different marks, type and font treatments, and colors. The options represented a mix of traditional, modern, and esoteric styles. Building on the feedback we received in the workshop, we created a few options for review, and a selection was made.
Altus loved the modern, fresh, clean treatment we gave the logo and the way we incorporated a subtle element of the Altus company logo into the design of the VIDICI product logo.
Ready. Set. Go to Market!
VIDICI was scheduled to debut at the popular HIMSS Global Health Conference just a few weeks after the name and logo were set. We immediately turned to creating key promotional pieces that were critical to the product launch at the show.
The brochure was used as an informative leave-behind and reminder.
The banners were designed to quickly intrigue and draw attendees into the booth and a conversation.
A short looping video drew attention to the product booth, capturing potential leads and acting as a conversation starter for the product and sales teams.
A Well-Informed, Well-Executed Market Introduction
No matter what industry you’re in, marketing new product launches requires key insights and information, collaboration, and coordination across multiple areas. Working side-by-side with the Altus team, we were able to help them launch an exciting new product into a very competitive marketplace in a short period of time.
