Modern marketing and lead-generation for a HealthTech leader

About the Company

HealthTech leader in need of some pizzazz

As a leader in HealthTech data management, MediQuant knew they could do better than their outdated brand, archaic website, and marketing campaigns that were on autopilot.

After all, shouldn’t they present themselves as modern and professional as their technology is?

Challenges

While MediQuant had established strong brand equity over their 30 years in business, their dominance on the market was slipping and their message of “veteran expertise” was starting to come across as “dated”. They needed to bring in an expert to help them revamp and maintain their leader status.

The brand palette was showing its age. Their colors that long conveyed trust and professionalism—dark navy, burnt orange, and gray—were holding them back from how they wanted to present themselves as innovators in the market. They needed a refresh while maintaining their decades-built brand awareness, so our challenge was to rejuvenate the brand palette while keeping the logo and core colors recognizable.

Their website which was built in the 2010’s was also in desperate need of a rebuild. Not only was it loading at a crawl, it was not SEO-optimized and the content was difficult to navigate for users. The site architecture often led users into content deadends without conversion points, there were redundant product pages that were confusing users, and capabilities were conveyed in paragraphs, not call-outs.

For digital advertising, their former agency had been running Google Ads but had no proof of results and ROAS. Our team had to get in, review results, and research keywords to understand if they were seeing results, if it was providing quality leads, and whether paid search would work for their niche market.

MediQuant’s market was also an interesting challenge. The healthcare data management sector has large deal sizes but a very niche market. So with such a specific offering, how do we win more of that market share and reach the right B2B customers?

When MediQuant came to us, they had no marketing staff. Their VP of Marketing had left over 6 months ago, so their marketing had been on autopilot and they didn’t have the historical context for a smooth transition. So it was very much a “let’s start from scratch the right way” strategy.