Healthcare Marketing Case Study:
Because of the importance of employee health to our society and economy, Healthcare and Medical Marketing has a special place in our heart. We jumped at this chance to reinvent an aging brand through both traditional print and website design, clarify the marketing message and communicate their points of difference. An additional objective was to increase Clearview’s Internet presence through search engine optimization and, attract capital and institutional investors.
We conducted in-depth marketing research and industry interviews. It became clear there was confusion in the marketplace pertaining to Clearview’s multiple products, many with overlapping features. Armed with our market research, we developed a strategy that separated the client’s products into niche verticals supported by individual sub-brands and supporting websites, but keeping them unified with an umbrella home page and cohesive graphic design. Every page of all four web sites was completely search-engine optimized with all the latest best practices and launched onto the Internet, along with the supporting print collateral.
Within one week, the websites began to show at or near the top of search engines, significantly improving their visibility to potential customers and competitors alike. Feedback from Clearview’s vendors and target audience was extremely positive, and statistical analysis showed a significant rise in visitor time-on-site pages viewed and incoming calls. Within months of the introduction of the new corporate brand and launch of the websites Clearview Staffing Software was acquired by its largest competitor, API Healthcare.