Table of Contents
This case study features Lexmark Healthcare, a provider of printing and medical imaging products, software, solutions, and services. The company hired us for the primary task of writing a white paper to frame its novel new strategy of “healthcare content management.”
The goal of the white paper was to educate buyers on:
- what it means,
- how it differs from other enterprise archiving strategies,
- and why the strategy was relevant
They also wanted to position Lexmark Healthcare as the only provider of such a solution. Through our work highlighting successful customer use cases, the company was able to develop credibility about healthcare content management.
1. Client Company Overview
2. Challenges
- existing and competitive products/solutions
- healthcare provider information management challenges
- healthcare buyer/influencer needs and pain points
3. How We Helped
For example, we fully understood the existing dichotomy between clinical and non-clinical data management. This was the foundation of Lexmark’s healthcare content management strategy. In short, this strategy aimed to bring those two types of data, which were typically siloed, under one single archive and data management system.
During the first phase of the project, we met with the internal team to gather background information and understand their perspective on this new strategy. This included product positioning and understanding the solution’s value proposition for all key stakeholders. Then, we helped refine their strategy for gathering external input–speaking with current customers to obtain input.
Compiling this info, we created a white paper that explained:
- What healthcare content management entails
- Why it is beneficial for the healthcare IT market
- Why it’s a better approach than the “traditional” vendor neutral approach
- Why Lexmark is the authority on healthcare content management strategy
4. Results
- owning a thought leadership piece on this novel strategy, and
- positioning them as trailblazers in the market for the unified archiving and management of clinical and non-clinical healthcare information.
