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This 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
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
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.
