case study

Technical expertise is crucial within healthcare IT companies. Yet, these companies aren’t reaching their full potential in dominating market share without engaging marketing messaging and a comprehensive marketing strategy. This was the scenario in which Altamont Software found itself. The company needed outside expertise to develop a marketing strategy to increase brand awareness and generate overall interest in their healthcare IT solutions.

Altamont Software was founded in 2016 by medical imaging software veterans Brian Cavanaugh and Chris Barnett. The company’s main offering is to tackle persistent non-DICOM enterprise medical imaging connectivity and workflow issues in healthcare.

Both founders have a long history in this field, having co-founded PACSGEAR in 2002. They brought the desktop application PACSscan to the radiology market—which was widely adopted in the United States—simplifying the capture and sharing of non-DICOM documents and images. PACSgear was sold to Lexmark International in 2013.

Drawing on their extensive experience, Altamont Software subsequently developed modern solutions built on a next-generation, web-based, unified Connectivity Platform. This platform addresses enterprise device management and medical imaging workflow challenges—ensuring simplicity, centralized management, configuration, licensing, deployment, enterprise security, and scalability.

The company is committed to a customer-first approach, working closely with some of the world’s largest and most innovative healthcare organizations.

One of the biggest challenges Altamont Software faced was that they lacked an internal product marketing leader—which meant the company was doing very little in the way of marketing. The messaging that Altamont Software did have was extremely technical and did not resonate with potential clients.

The company knew it needed more benefit-centric messaging that would cater to different buyer personas. They also understood they didn’t necessarily have the knowledge nor the bandwidth to execute an ongoing product marketing effort for them.

From Altamont Software’s perspective, the best solution was to enlist an expert with deep knowledge of the healthcare IT industry and someone who could work independently. Healthcare Service Consultants was there to fill that role—undertaking the position of Fractional Chief Marketing Officer (CMO).

We synthesized the challenges Altamont Software was facing and developed a strategic roadmap that included:

• Messaging strategy that highlighted the unique value of each product and the distinctive benefits of their overall product strategy.
• Customer case studies showcasing the advantages realized by their clients.
• Thought leadership white papers emphasizing the significance of addressing the key issues resolved by the client’s products.
• Regular email and social media campaigns to promote new content and messaging, enhancing company visibility and lead generation.
• Updated messaging and graphics on the company’s website, sales collateral and presentations.

Overall, the goal was to steer Altamont Software in the right direction so they could continue to simultaneously elevate their product/service offerings and connect with potential clients.

All of HSC’s efforts worked in concert to generate game-changing results—in a span of less than 12 months. Altamont Software now had the marketing support they needed to deploy the right type of messaging that would resonate with prospects. This led to increased awareness of the company’s capabilities and customer achievements, increased trade-show booth traffic, and a substantial increase in the number of sales leads.

Another key benefit was that the combined marketing efforts brought a level of sophistication to Altamont Software. Being a small, five-person organization had been a challenge—but the elevated marketing initiatives now make the company appear larger than it is. Altamont Software is also getting published in trade publications, a resounding victory for their lean team.

We continue to work with Altamont Software in the fractional CMO role, pushing the company to even greater heights.

Contact us if you feel your company could also benefit from improved positioning and a strategic marketing approach.