Understanding Why Your Customers Buy Your Brand

Understanding Why Your Customers Buy Your Brand

Launching successful products requires a deep understanding of what your customer truly needs.

Challenge

Beckman Coulter knows why labs and hospitals buy their equipment - to improve the productivity of medical professionals and ultimately improve patient outcomes. The launch of the AU5800 Clinical Chemistry System was specifically targeted for two distinct segments: a) the high-volume core hospital laboratories and b) the ultra-high-test-volume commercial laboratories. The new product platform delivered dramatic improvements in the feature sets that were important to these distinct end-user audiences - the challenge became ensuring that information was delivered on-point.


Ideation

The AU5800 platform was a real work-flow solution - it provided real gains in uptime, speed and reliability. So we anchored our messaging around the idea of "Real Results" - the idea that every benefit that the new machine provided to the lab or hospital was based on generating real results which were ultimately used in determining the next step in patient care. After all, both Beckman Coulter and their customers were in the "results" business.


Execution

The integrated launch included a trade show footprint, sales collateral kits for account reps, as well print and digital campaigns. The AU5800 has become a popular solution in the hospital and lab market segments and exceeded $25M in sales since launch.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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