CLIENT:
High Growth Division of Major Publishing Company
DRIVER:
The publishing company needed to find new revenue streams for revenue growth.
CHALLENGE:
The company had started a web-based clinical documentation portal to move their print information for nursing online. However, there was only one product selling (for nursing procedure information) and it had minimal market share (<5%).
SOLUTION:
The Lippincott Solutions clinical decision support and competency development product suite brand was created, and strategies were created and implemented that drove both messaging and product development to be directly in line with the needs of the healthcare organizations – i.e., bring evidence-based best practices to the bedside for use by nurses and clinicians to improve patient care and outcomes. The plan included a complete brand and messaging directive from scratch, a reorganization of the sales team and funnel development process, and increased market insights to build what the market most needed.
RESULT:
In 4 years, the Lippincott Solutions product suite for CDS (Lippincott Procedures and Lippincott Advisor) grew into the #1 market share product in the US and entered 17 countries globally by mid-2016. Revenues and Sales increased from $3.1M to $34M, lead generation increased by 450%, the funnel increased by 230%, and brand loyalty grew by 77% directly to the economic buyer and coach personas (Chief Nursing Officer, Director of Professional Development, VP of Quality, VP of Clinical Informatics).