How a Technology Company Found The Human Side of Its Brand Positioning In Data

Technology companies can often seem cold and distant, especially if their branding efforts focus on the technology itself, which the general public often doesn’t really understand. Rather than focusing on the technology, effective marketing focuses on the benefits that technology provides to real people.

JONES helped to guide one of its clients toward finding the humanity in its technology services, through another unlikely source: data.

TeleVox, now West Corporation’s Healthcare Practice, has been a staple in healthcare technology for nearly 25 years, providing automated communications to healthcare providers of all sizes. Its technology is used to send and receive more than 1.5 million healthcare communications each day.

Despite its strong industry standing, both West and the industry had a tactical, cold feel of being just an appointment reminder service, which was sometimes at odds with the helping nature of the healthcare field West served. That field itself is changing, as well, with a growing emphasis on outcomes, something West wanted to embrace in its own branding and image.

JONES helped West find and show the human side of its services, using the types of outcome data West’s customers needed.

Using Research To Create Content

JONES and West devised a new brand position for the company: Creating a Healthy World—One Person At a Time. That brand position was supported by a series of in-depth surveys and reports that engaged more than 2,000 health care providers and more than 3,500 patients.

From those surveys, the Healthy World initiative, to date, has included 10 reports covering topics such as diabetes, childhood obesity, the impact insurance has on patient adoption of preventive care measures, and the impact of stress on the health of Americans.

The survey results and reports focused on how provider-patient communication can impact preventive care, treatment follow-through and development of healthy habits. Ultimately, it showed how communication impacted real people and their health outcomes.

Other content developed from the Healthy World research and reports included:

• More than 200 news stories and media mentions

• 24 thought leadership articles

• 70 articles for distribution and repurposing as a resource library

• Executive speaking engagements

The resulting articles, packaged as white papers in the company’s online resource library, also create the basis for inbound marketing lead generation and lead nurturing. With the resources gated behind landing pages, interested prospects complete forms, providing contact information in order to download the white papers. That information allows West to follow up with offers for related content or solutions.

Humanizing a clinical industry

West’s rebranding at the time also featured a change in imagery and approach.

The company shifted from more clinical images of doctors and appointments to those of active, healthy people. This new imagery focused on the concerns of health care providers that patients often fail to follow advice or treatment recommendations, which adversely affects patient outcomes and health.

West’s new branding and approach is an excellent example of focusing on the benefits for the end users, rather than simply selling a service. While West’s service may be communications options for healthcare providers, the ultimate benefit is in patients who are healthier because they follow through on care recommendations.

The benefit to West is in developing opportunities for those provider-patient communications to go beyond basic appointment reminders, providing additional revenue with every personalized message sent. In this case, creating a healthier world creates a healthier bottom line.

You can find the entire TeleVox/West case study in our Inbound Marketing Learning Library’s Be The Envy section, along with case studies from other organizations, such as Primaris and Bellevue University that have successfully used content to rebrand and boost their visibility and leads.