case study

While true, Xybix’s self-proclamation of “writing the book” on workplace ergonomics needed more support from a marketing perspective. Another significant gap the company encountered in both sales and marketing was a lack of expertise in healthcare—a verticle the company was aiming to penetrate.

Xybix is a company that specializes in providing ergonomic solutions designed to enhance comfort and productivity in high-stress, 24/7 working environments. Their offerings cater to various sectors, including 911 dispatch, command and control centers, radiology reading rooms, critical care command centers, and other healthcare settings.

Key features of Xybix’s products and services include:

• Ergonomic Design. Xybix ensures their workstations are designed to reduce physical strain and enhance comfort, which can lead to improved productivity and reduced risk of repetitive strain injury.
• Customization. The company provides tailored solutions built to each client’s unique requirements, so workstations fit perfectly within the designated space and meet specific operational needs. Xybix maintains a robust design staff to allow for such customization.
• Diverse Applications. Xybix’s versatility allows them to cater to a wide range of industries that require specialized ergonomic workstations.
• Cost Efficiency. The company strives to offer ergonomic solutions that not only meet the exact needs of their clients but also align with their budget constraints.

As mentioned, Xybix was intent on expanding beyond their established markets in security, emergency dispatch, and command and control to the healthcare sector. As ergonomics has becomes increasingly important in healthcare settings, such as the growing area of critical care command centers, the company was poised to gain market share.

However, company leadership lacked a comprehensive understanding of the buying process and value propositions specific to the healthcare industry. Their current marketing professional did not have experience in product marketing or the healthcare sector, particularly in understanding the unique purchase cycles, stakeholder hierarchies, and language of healthcare.

While uniquely and completely capable of building and implementing products across various clinical and operational departments within hospitals and health systems, Xybix needed assistance in consolidating and effectively communicating messaging surrounding their products—specific to the context of healthcare. This effort would become even more time-critical, as the company had brought in a sales team to assist in the expansion into the healthcare market.

Over an eight-month engagement, Healthcare Service Consultants implemented a number of different strategic approaches to uplevel Xybix’s presence in the healthcare sector. For example, we researched the healthcare command center market extensively and developed a customer case study and thought leadership white paper surrounding this market.

We also developed a detailed competitive analysis to help Xybix understand its positioning and identify key opportunities. This was an important piece of the puzzle to better position the company’s offerings at influential trade shows, including RSNA (Radiological Society of North America).

Additionally, we established:

• Sales Support—Provided customer-facing talking points for the sales team to utilize.
• New Sales Collateral—Created new messaging for sales collateral to enhance marketing efforts.
• Advertising Strategy—Offered recommendations for a healthcare-specific advertising strategy.

All of these efforts were instrumental in helping the marketing and sales team gain more confidence in speaking about their product offerings specific to the healthcare vertical.

HSC’s efforts dramatically enhanced Xybix’s ability to articulate its comprehensive and differentiating value within the healthcare sector. By providing targeted market insights and refined messaging, we helped the company identify pivotal opportunities across various clinical departments, including healthcare operations command centers. This enabled Xybix to optimize its healthcare sales efforts and effectively reach its target market within the healthcare vertical.

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