| How do we combine strong creative and technical abilities to enrich and simplify the user experience of a highly interactive, portal based website? |
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| CHALLENGE: Alteer® was a leading maker of practice management software that wanted to re-position the company as a provider of both software and consulting services for Practice Management and Electronic Medical Records implementation. The company needed to determine the best way to re-launch the brand to the market, and re-position the company to align with its new product and service mix. The company was saddled with a sterile, clinical legacy brand and a web site whose look, feel, and functionality that reflected its late 90s development. |
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| SOLUTION: In order to achieve their marketing goals, Brilliant Blue was engaged to 1) revise the Alteer brand, 2) re-design the web site, 3) develop digital and print marketing materials, and 4) coordinate direct mail and email campaigns – with follow-up telemarketing -- to best promote the new Alteer to its target markets. Research also revealed that the market for practice consulting services was segmented by specialty, with each specialty requiring dramatically different messaging. |
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| BENEFIT: Based on its market research, Brilliant Blue developed a completely revised brand for Alteer -- including revised logo, look and feel and tagline, “Practice for a better life” – that better communicated the company’s new value proposition to the market. The previous clinical, white look and feel was replaced by a warmer, richer palette of grey and orange. The Alteer web site was completely revised with the update color palette, and robust content explaining the company’s new service offering. Brilliant Blue developed specialty-specific copy to communicate to five (5) different target markets, and developed web content, direct mail pieces, downloadable i-brochures, and email blasts specifically for those specialties to launch the new business. The result has been the successful launch of Alteer into this new space. Web traffic – and leads from the web site – have increased by 150% over the previous site and preliminary market research shows brand perception of Alteer has shifted. |
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