case study

Blackford Expands into U.S. Medical Imaging AI Market
logo Blackford AnalysisThis case study features Blackford Analysis, a UK-based company. When we first engaged with Blackford, they were a startup. Over time, they became an established entity in the medical imaging space.

What’s unique about our relationship with Blackford is that we worked with them in two distinct phases over a period of about 19 months. Each phase required specific contributions.

With Healthcare Service Consultant’s guidance, the company was able to:

  • Gain visibility in the U.S. market
  • Expand product offerings from a single software solution to a platform for hosting medical image analysis applications
  • Position Blackford as leaders in the  medical imaging AI market

1. Client Company Overview

Initially, Blackford created a single medical imaging software product. This application helped radiologists be more productive by using machine learning to automatically identify small objects on MRI and CT scans. Far from their startup days, the company now offers an entire medical  imaging AI platform. The platform allows quick access and management of a curated marketplace of regulatory cleared medical image analysis applications.

Primary market drivers were:

  • Need for better productivity, efficiency, and accountability in radiology departments
  • Lack of solutions that provide true clinical value and better patient outcomes
  • The explosion of AI algorithms within medical imaging

2. Challenges

2.1 Phase 1 Challenges

Typical of startups, Blackford’s technical nature did not translate well into marketing materials. Their existing marketing leaned too heavily on features and functions. Even internal players were unclear as to what the company’s value proposition really was. They needed to refine their messaging so it resonated with buyers and influencers. 

The company was also trying to break into the U.S. market, being based in the UK. And, their marketing force was lean and did not have experience in the US market. The person dedicated to marketing was more of a project manager. 

2.2 Phase 2 Challenges

When we reengaged with Blackford, the company had shifted its strategic focus and therefore their challenges had evolved. They were on the forefront of the emerging platform deployment idea, whose value was not well defined or understood. They needed help solidifying and articulating their value.

3. How We Helped

collage - case study screenshot

3.1 Phase 1 Growth

In this first phase, we spoke with both internal and external stakeholders to understand the AI technology behind Blackford’s product and how organizations were benefitting. We distilled these conversations to identify the company’s value prop. With that foundation, we created content that aligned with the value prop and supported the initial product launch. 

Content assets included:

  • Sales Collateral
  • Blog Posts (to initiate the blog)
  • White Paper

We also wrote a thought leadership article that was published in a radiology trade publication. 

3.2 Phase 2 Growth

During this second commitment, we focused on articulating the value of Blackford’s shift in company strategy. Once again, we consulted with early customers and collaborators as well as internal stakeholders. We helped the company’s “new” story take shape, and we developed messaging that articulated and repositioned their value as an AI platform provider.

In between the two phases, the company had hired an internal marketing manager. However, that person lacked knowledge in the radiology domain. Our contribution was two-fold, in that we provided both radiology expertise and a history of developing influential educational content.

At the end of this phase, we had created both a white paper and a significant e-book that supported the value of the company’s pivot.

In both engagements, Blackford came to us with “rough” ideas. We applied our expertise to refine those ideas and ultimately develop the content assets.

4. Results

Over the intermittent 19 months we spent with Blackford, we assisted a young startup in growing into a more mature, established entity. They expanded their product offering, achieved substantial visibility in the U.S. marketplace, and made strides in becoming leaders in the  medical imaging AI space. They maintain that presence to this day.

5. Let Us Help You

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

6. Customer Testimonial

We’ve spent a long time looking for someone who can help us shape our marketing messaging in the U.S. healthcare market, and Healthcare Service Consultants offers the rare combination of full-spectrum marketing experience and in-depth sector knowledge.
Ben Panter

CEO, Blackford Analysis

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