Brand Refresh and New Technology Portal Leads to Alignment and Thought Leadership Positioning.
Since 1988, InJoy Health Education has been committed to all women and families having access to maternal/child health information. InJoy’s customers are made up of over 15,000 institutions from health systems and hospitals, private and public healthcare organizations, government and social service agencies, and health professionals. InJoy has become a trusted name in new-parent education among educators and health professionals. From pregnancy, birth, postpartum, and breastfeeding to early parenting, InJoy’s video-rich teaching solutions for parents and staff include DVDs, books, web apps, PowerPoints, online classes, and more.
InJoy’s growth was stagnant and Avocet was brought on board to figure out why. In addition, we were asked to evaluate and educate the in-house marketing/communications team on best practices surrounding an owned, earned, shared, and paid approach.
Avocet implemented our full strategic development process including a strategic review, competitive analysis, audience segmentation, customer interviews, internal interviews, persona development, and messaging architecture.
The findings from the competitive review enabled us to uncover some interesting trends. Most competitors placed little value on the platform on which the content was built. They placed little value on the quality of information which opened up an “evidence-based” position for InJoy to differentiate itself through. In addition, every competitor used a similar color pallet of red, blue, and green, including InJoy. Based on this intel, we decided that rebranding was needed.
Overall messaging was weak and confusing and contradictions in product details were throughout all materials.
The audience segmentation was perhaps the most interesting component of the research. Prior to Avocet, InJoy had 15 client avatars that they were actively selling to. Through a sales and customer analysis we determined that 90% of their business was garnered through HCPs within three key markets: hospitals, small rural clinics, and private practice. We reduced the number of personas down to three while focusing outbound sales strategies, messaging, and communications efforts on entities that positively affected top-line revenue.
Positioning around “evidence-based” became a central theme for all communications. We also determined that there were many opportunities to position the InJoy executive team as thought leaders in the industry focused on their evidence-based approach.
Our assessment revealed a need for better internal and external alignment, as well as for an upgrade in their technology delivery and their overall brand look and feel.
Our work with InJoy began with the creation of a brand essence architecture and the development of personas representing their key customers. From there, Avocet managed an entire brand refresh, which included an updated look and feel for the logo and a rework of their positioning and messaging on the website. We pointed the new messaging to InJoy’s unique market position and highlighted their ability to solve challenges many HCPs face today in a number of important areas: the difficulty in finding current, evidence-based and expert-reviewed materials; the challenges of educating families with a variety of learning styles and literacy levels; the conflicting messages between various care providers and points of contact; and more.
From there, we orchestrated an entire build-out of a new technology portal for their website, including a state-of-the-art content library and an eCommerce portal. We launched an evergreen content strategy that included the training of the national and international teams on best practices. Paid social media was deployed to raise awareness and loyalty surrounding the new technology assets.
Avocet’s rebranding, segmentation alignment, positioning, messaging overhaul, thought-leadership series, and technology upgrade was turned around in a short four months. Avocet equipped the InJoy internal team for success by training them to execute integrated content strategies through process and best practices. Our trend-setting strategies lead to an aligned sales approach, consistent marketing, reduced overhead, and an increase in bottom-line profit of 3%. Top-line revenue increased 15% over 12 months.