Challenge
Medisoft is the UK’s leading supplier of electronic records for ophthalmology. Their EMR system provides hospitals with instant access to patient information from any location. They initially approached We Are Circle to develop a new brand identity to help bring its new flagship software product to market. It was crucial that they created a winning brand strategy to differentiate them from the new entrants within their marketplace. Additional projects soon followed including the rebrand of the whole organisation, a new website, marketing materials and marketing campaign execution.
Approach
The development of iSIGHT began with a brand insight workshop with their staff. The workshop was used to identify key areas of differentiation, their brand values and brand personality. We mapped who we were targeting and what customer needs we were fulfilling. Next we created a number of possible brand identities and presented them to the team, along with the brand rationale behind each choice. This allowed the team to select the right brand identity for iSIGHT based on brand insight, rather than personal preferences. The new identity was launched at their biggest annual event, using demos and a ‘tease and reveal’ email campaign.
Following the success of iSIGHT we also rebranded the whole company and worked with their chosen design agency in London to develop their new website, creating the brief and copy and meeting tight deadlines. We created a whole host of marketing materials including new stationery, templates for invoices and quotes, signage and event stands. We launched the new brand again via an email campaign at their annual event, one year on from the launch of iSIGHT. We also ran a recruitment campaign in Leeds train station to attract new recruits to the business using an innovative QR code poster campaign that linked to their website.
Results
- Successful new product launch
- Enhanced credibility
- Improved recruitment
- Higher value contacts
- Differentiating against the competition
